and Language Persuasion
Chapter 7
Words as Symbols
Arbitrary meaning
no direct connection to what they represent if we want to use symbol to comm. to someone else, we have to agree on symbols meaning thoughts & emotions associated with a word words direct, explicit dictionary definition
Conventionalized
Connotative
Denotative
Ultimate Terms
Highly revered, widely accepted, and carry special power Powerfully persuasive God terms
Carry greatest blessing Demand sacrifice or obedience fact, family values, critical thinking, balanced budget Associated with absolutely abhorrent and disgusting racist, terrorist, sexual harassment Mysterious power Unobservable, obscure Freedom, democracy
Devil terms
Charismatic terms
Meanings change over time
Familiar Phrases
Familiar, widely accepted, and persuasive Money doesnt grow on trees, Rome wasnt built in a day Act as peripheral cues
Power of Labeling
The name you use affects the way you are responded to Common names (John, Michael, Karen) rated as more likeable, active, and stronger Tend to receive higher grades Rated differently on Hot or Not website Labels reflect our attitudes and affect others reactions Sapir-Whorf Hypothesis- the language we use determines the way we understand the world
Euphemisms and Doublespeak
Doublespeak- ambiguous or vague language Euphemisms- inoffensive terms substituted for offensive ones
Down
sizing Pre-owned Sanitation engineer Collateral damage Pass away
Language Offensiveness and Vividness
Less profanity- lower credibility, attractiveness, and persuasiveness Vivid Information- emotionally interesting, concrete, and imagery-provoking Captures and holds a persons attention If congruent with the message, increases persuasiveness by priming relevant stored thoughts
Language Intensity
Language that is emotional, metaphorical, opinionated, specific, forceful, and evaluative
Indicates
the degree which to the speakers attitude deviates from neutrality
Effect of Intense Language
Reinforcement Theory- people motivated to avoid pain and seek pleasure
If
person agrees with position, will find it rewarding and evaluate source positively (also works in opposite) Intense language will increase this effect
Lang. Expectancy Theory- we have expectations about what language is normal to use when trying to persuade others
If
violate expectations, positive or negative valance Highly credible sources given more linguistic leeway
Effect of Intense Language
Information Processing Theory
Language
intensity makes a message seem more extreme compared to your own position
Can cause more change or lead to rejection
Communication Accommodation Theory- when we communicate with others, we match their style to gain approval and efficiency
Those
with intense language most persuasive with those who use intense language also
Powerless Language
Hesitations- signal uncertainty or anxiety
well, um, you know, uh I guess, sort of, kind of Really, very, so Please, if you wouldnt mind too much, Excuse me, Id appreciate it Isnt it, dont you think? I know this is a dumb question That man over there is the one who stole my wallet
Hedges- qualify utterances Intensifiers Polite Forms- indicate deference and subordination Tag questions- added on to the end of a statement to seek agreement/support, lessons the force
Disclaimers- anticipate doubts, signal a problem
Deictic phrases- indicate something out of speakers vicinity
Powerless Language and Persuasiveness
Message delivery may moderate the persuasiveness
Written
messages favor systematic processing, so powerless language has less impact
Type of powerless language used may impact perception
Polite
forms enhanced credibility Intensifiers ALONE increased power
Depends on who is using it
Females
more persuasive with men when using powerless speech