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persuassion guide 1

persuassion guide 1 - COMM 3320 STUDY GUIDE FOR EXAM#1 FALL...

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COMM 3320 – STUDY GUIDE FOR EXAM #1 – FALL 07 – CAMPBELL – 80 pts Larson, Chapter 1 What does Neil Postman claim a commercial teaches children? How does Larson define persuasion? Why does Larson say that “all persuasion is self-persuasion?” o Persuaion o The co-creation of a state of identitfication between a source and a receiver that results from the use of verbal and visual symbols o All persuasion is self persuasion.. o We rarely act in accordance with persuasion unless we participate or interact in the process logically and or emotionally What are some examples of interactive media? Why does Larson argue that interactive media can be used to dehumanize us? o Interactive media o Media in which the receiver is able to actively participate in the communication process- such as a radio talk show o Because these media can track results they can turn us into statistics The “footprints” of users are recorded All eventually leading to de-humanization In the political arena, what are the pros and cons of blogs? o Pros o Help candidate get their names out there through “underground means” o Supporters, esp. during election times can vocalize their views of support to their readers o Cons o Candidate can be reflected negatively due to the subjective nature of blogs o Many more people are exposed to things that could hurt the candidate o People trust their blog authors and therefore can be swayed What is the difference between an artistic proof and an inartistic proof? What are some examples of each? o Artisitc Proof o Choice of evidence, the organization of the persuasion, style of delivery and language choices o All controlled by the speaker/persuader o Inartistic Proof o The occasion, the time allotted to the speaker, the speakers physical appearance o All not controlled by the speaker/persuader What is an enthymeme ? How do persuaders use enthymemes in television ads? o Enthymeme o A form of argument in which the first or major premise in the proof remains unstated by the persuader, and, instead, is supplied by the audience o By making assumptions about the audience, TV advertisers can make their commercials shorter and more concise What is the primary purpose of Rank’s Model of Persuasion? Why did he invent it? What are the three strategies of intensification? Downplaying? How were they used in the Progresso Soup ad? The Colorado Beef Council ad? o Primary purpose of Ranks Model of Persuasion
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o Educational design tool to help students and consumers discover the different strategies that commercial advertisers who are competing head-to-head use to persuade us. o Invented because… o There needed to be a new kind of literacy so that more citizens could recognize more sophisticated techniques and patters of persuasion o Three strategies of Intensification Repetition One way to intensify the good/bad is to repeat it over and over again Association (1) links a cause, product of candidate (2) something already liked or disliked (3) by the audience
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