UNIT 2 - UNIT 2 THE PERSUADER I What is image or...

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UNIT 2: THE PERSUADER I. What is image or credibility (ethos)? a. A comparison of what the persuader “seems to be and know to all that we are and know.” (rokeach) b. Complex perceptions formed by past, present, and future expectations of a c. The receiver’s attitude toward the source at a given time in a given II. What are the dimensions of credibility? a. Trustworthy/ safe (primary) i. Honest, sincere, reliable, fair, even tempered, high ethical/ moral standards b. Competence/ expert (primary) i. Intelligent, mature, confident, knowledgeable, good judgment, trained, experienced, skilled c. Good will (primary) i. Caring, interested, other centered, sensitive, understanding, sociable (friendly, likeable) d. composure (secondary) i. poised, relaxed, calm, composed e. dynamic/energetic (secondary) i. forceful, decisive, strong, industrious, active, vigorous III. Where does credibility come from? a. From the past, prior to the message. If you were told president is going to speak on tv, we bring with us an image before he begins speaking i. Comes from associations before anything/anyone speaks or writes anything. It can come from almost anything were associated with ii. Endorsements: ads who talk about some people to create an image for them iii. Previous behavior and reputation: What have they done in the past? Negative image may discredit our want to hear them iv. Media images: shown on tv, talked about on the internet and paper will create an image for you (both positive and negative) b. During the message: i. Content: what are we talking about? The substance of the image is important. ii. Delivery: can we see face to face with the person? iii. Dress and appearance: how do they look? iv. Promises made: is it worth looking at or considering? c. After the message: i. Changes in audience behavior: Looking at changes in attitudes toward groups and or organizations. (Public speaking on behalf of the government form the president)
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ii. Endorsements: afterward, people can say that “that was great” after its been said or done iii. Consequences: what happens with your messages? iv. Promises kept: you’ve promised this, are you coming through? Credibility can drop severely v. Reporting and interpretation: Howard dean used the internet for money through it. Up through summer and fall Howard Dean was to win the democratic seat for president. He was supposed to win, after the speech. People thought he was raging in one of his speeches. BYAHHH! The microphone was a sound deadening mic. He was speaking over the crowd. His image was destroyed on accident 1. Who gave the real “Ghettysburg Adress”? Fall 1863, battle had been over. They wanted a speaker who was great. “Michael Jordan of speeches” Edward Everett was the man
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This note was uploaded on 04/22/2008 for the course COM 318 taught by Professor Stewart during the Spring '07 term at Purdue.

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UNIT 2 - UNIT 2 THE PERSUADER I What is image or...

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