Persuasion Chapters 14/16 Flashcards
(77 cards)
does traditional research place more emphasis on verbal or visual messages
verbal
Picture Superiority Effect
Pictures are more readily recognized and remembered than words (due to the fact that pictures are processed in 2 different modes, while words are processed under 1)
3 Ways images persuade
1) Iconicity
2) Indexicality
3) Syntactic Indeterminacy
Iconicity
Images can represent or sum up ideas or concepts
Idexicality
Images can document or serve as proof
Syntactic Indeterminacy
Although images lack logical operators, they can imply relationships through association (visual enthymeme)
Common visual association in advertising
- social status/elitism
- sex/romance
- cause-related
- power/speed/strength
- youth culture
- cool/hip/trendy
- safety/security
- sense/place of belonging
Ways Art Persuades
- Provides social critiques
- Sparks Controversy
- Increases Awareness
Ways Film Persuades
- Reaches a large group of people
- follow a narrative form
- viewers don’t expect to be persuaded
- export values
- promote popular culture
- model behavior
- promote viewer identification
- foster/perpetuate stereotypes
Persuasion in Advertising
- eye catching visuals help an ad stand out
- images in ads make arguments about product/brand
Persuasion in Photography
- serve as iconic representations of events
- not objective records (easy to manipulate)
T/F - social movements often provoke a backlash in the form of counter-movements that seek to defend privelege or power
True
4 Ingredients of a Social Movement
1) Grievance -> perceived wrong
2) resources
3) Frame -> Define issues/identify opportunity
4) Initiating Event
T/F - When the proposition being advocated would result in radical societal change, it is likely the persuasion will NOT work
True
Confrontation Strategies
1) shock or offend the audience
2) attack the audience
3) create guilt in the audience
4) threaten the audience
5) Terrorism or civil disobedience
Can confrontation result in a loss of credibility
Yes. Can also cause backlash and result in societal repression
Guidelines for using confrontation
1) Should never be used when adaptive persuasion is an option
2) only used as a last resort
3) only used on critical issues
4) only works in open/democratic countries where rights are protected
5) When you have nothing else to lose
External Audience for Confrontation
- transform perceptions of reality
- prescribe/sell courses of action
- mobilize for action
- get new members
Internal Audience for Confrontation
- Sustain movement by creating the perception that change is possible
- legitimize the social movement
- alter/define self perception of protestors -> make them believe in the good of the movement and their ability to make change
Are organizations/companies/people immune to crisis
No -> must be prepared to communicate effectively
Key aspects of a crisis
- unpredictable
- violate expectations of audience/publics
- serious threat to organizational operations
- organization is in a crisis if the audience perceives it that way
Crisis Management
Set of factors designated to combat crises and lessen the actual damage inflicted (Prevent/lessen negative effects of crisis)
Crisis Management Lessons Learned
1) Preparation is Key (improves speed and effectiveness of the response
2) communication channels (reach as many people as possible)
3) spokesperson training (train those in the eye of the media)
4) Initial Crisis Response (Be quick and accurate)
5) Reputation Repair (Addressed after stakeholder safety)
Image Restoration Strategies
1) Denial
2) Evading Responsibility
3) Reducing Offensiveness
4) Corrective Action
5) Mortification
