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Flashcards in Midterm Deck (59)
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1

Persuasion

An activity or a process in which a communicator attempts to induce a change in the belief, attitude, or behavior of another person, or a group of persons through the transmission of a message

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Doublespeak

Deliberate miscommunication language designed to deceive someone.

3

Puffery

Adding to or exaggerating

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Influence

Kinds of things and ways that alter a person's attitudes or behaviors

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Coercion

a form of influence which always uses some level of force - physical or psychological to gain compliance

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Propaganda

a form of influence usually psychological

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Edward Bernays

Father of propaganda - engineering of consent

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SMCR

Sender, Message, Channel, Receiver

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Sender

coder of the message, verbal, visual, musical or encrypted

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Message

what is being discussed, conveys sources meaning

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Channel

how the message is being sent, carries message from sender to receiver

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Receiver

Decodes the message, message is open to interpretation

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RANKS

Intensify and downplay

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RANKS - Intensify

Repetition, Association, Composition

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RANKS - Repetition

repeated over and over and over and over, recurring themes

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RANKS- Association

links a cause to something liked or disliked by someone already

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RANKS - Composition

layout of design to emphasize good points, graphics font etc.

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RANKS - Downplay

Omission, Diversion, Confusion

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RANKS - Omission

leave out critical information to avoid highlighting shortcomings or competitions strengths

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RANKS - Diversion

using substitute issues to distract from the shortcomings, changing the subject

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RANKS - Confusion

using technical jargon the receiver does not understand

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Yale 5 stage model

Identification, legitimacy, participation, penetration, distribution

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YALE - Identification

Establish position in mind of consumers

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YALE - Legitimacy

being believable and trustworthy

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YALE - Participation

Recruitment of uncommitted people

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YALE - Penetration

product or idea is made more well known

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YALE - Distribution

campaign rewards supporters in some way

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Positioning model

TOMA (Top of Mind Awareness)

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TOMA

be the first or be the best, be the least or most expensive, tell what you're not (compare/contrast), position by gender, position by age

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How to persuade

Know your audience, have good reason, credibility, word and deliver your message