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Persuasion > Midterm > Flashcards

Midterm Flashcards

(59 cards)

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1
Q

Persuasion

A

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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2
Q

Doublespeak

A

Deliberate miscommunication language designed to deceive someone.

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3
Q

Puffery

A

Adding to or exaggerating

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4
Q

Influence

A

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

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5
Q

Coercion

A

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

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6
Q

Propaganda

A

a form of influence usually psychological

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7
Q

Edward Bernays

A

Father of propaganda - engineering of consent

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8
Q

SMCR

A

Sender, Message, Channel, Receiver

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9
Q

Sender

A

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

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10
Q

Message

A

what is being discussed, conveys sources meaning

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11
Q

Channel

A

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

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12
Q

Receiver

A

Decodes the message, message is open to interpretation

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13
Q

RANKS

A

Intensify and downplay

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14
Q

RANKS - Intensify

A

Repetition, Association, Composition

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15
Q

RANKS - Repetition

A

repeated over and over and over and over, recurring themes

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16
Q

RANKS- Association

A

links a cause to something liked or disliked by someone already

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17
Q

RANKS - Composition

A

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

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18
Q

RANKS - Downplay

A

Omission, Diversion, Confusion

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19
Q

RANKS - Omission

A

leave out critical information to avoid highlighting shortcomings or competitions strengths

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20
Q

RANKS - Diversion

A

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

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21
Q

RANKS - Confusion

A

using technical jargon the receiver does not understand

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22
Q

Yale 5 stage model

A

Identification, legitimacy, participation, penetration, distribution

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23
Q

YALE - Identification

A

Establish position in mind of consumers

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24
Q

YALE - Legitimacy

Study These Flashcards
A

being believable and trustworthy

25
YALE - Participation
Recruitment of uncommitted people
26
YALE - Penetration
product or idea is made more well known
27
YALE - Distribution
campaign rewards supporters in some way
28
Positioning model
TOMA (Top of Mind Awareness)
29
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
30
How to persuade
Know your audience, have good reason, credibility, word and deliver your message
31
know your audience
demographics, determine needs, learn as much as possible, listen to what they want
32
know your reasoning
stats, testimony, visual evidence
33
build credibility
trust, expertise, dynamic, be knowledgeable and truthful
34
wording your message
varied vocabulary and imagery, concise language, humor
35
delivering your message
the persuader: eye contact, body movement, gestures, visual aids. The Channel: choose the right channel for your message
36
Modern storytelling
captures human experience, narratives are the most powerful forms of persuasion, do not underestimate the value of a good story
37
Fisher's narrative
communication theorist Walter Fisher, assumes people are essentially rational basing their decisions on the quality of argument and evidence.
38
Most powerful persuasive metaphor (fishers narrative)
drama in the story
39
coherence
refers to the way the story hangs together, told artistically, consistent, beginning/middle/end, surprise ending
40
Fidelity
rings true with the hearer's experience, focuses on whether the story is realistic and logical, deals with human values
41
Science of persuasion
Reciprocity, Scarcity, Authority, Consistency, Liking, Conesus
42
Reciprocity
give back what you have received
43
scarcity
people want more of what they can have less of, airline example in video
44
authority
people follow authority, what makes you credible, receptionist example in video
45
consistency
people like to be consistent with what they have said or done
46
liking
people prefer to say yes to those they like
47
consensus
people look to behaviors and actions of others. hotel towel example in video
48
Ethics
moral principle that governs a persons or group of persons behavior. Good vs. bad, right vs. wrong, gut instinct, values etc.
49
Ethics in advertising
transparency is key, be honest and truthful
50
principles and practices of advertising
developed through the institute of advertising ethics, to practice the highest personal ethics in the creation of information to consumers
51
Main categories of unethical ads
children, race, religion, sex, women, and men
52
Persuasive campaign
series of messages sent to an audience, product person or idea oriented. designed to be developed over time
53
single shot
one ad to be aired one time
54
Hierarchy of effects model
Says potential customers must pass through series of stages Identification, Awareness, Developing Knowledge, Liking/Preferring, Conviction/Purchase
55
HOE - Identification
persuader uses current patterns to research
56
HOE - Awareness
builds prospect awareness of their own brand
57
HOE - Developing knowledge
ads teach consumers about the brand, test to discover consumer knowledge
58
HOE - Liking and preferring
ads are used to convince prospective customer
59
HOE - conviction and purchase
consumers are convinced the brand deserves a try

Persuasion (1 decks)

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