Notes - Theories of Persuasion 12:35:00 PM Three different...

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Theories of Persuasion  15/01/2008 12:35:00 Three different strategies: Coercion  – getting someone to do something by threat of intimidation  o Ex: Jump off or I’ll throw you off   NOT persuasion, is coercion  Deception  – deceiving the person by convoluting the truth  o Ex: Jump off the roof because the building is on fire   NOT  persuasion!  Persuasion  –  o Ex: Brooks jumped off the roof. One way to be like someone is to act  like them PERSUASION Process  Impose influence on an audience’s beliefs and/or attitudes Outcome   Change in behavior that conforms to the persuader’s goals  Persuasion Topics Strategies: low-balling, humor appeal, soft sell, foot-in-the-door, hard sell, door in  the face, seek and hide, fear appeal, bait and switch, pump and dump Academic and professional fields: rhetoric, argumentation, education, advocacy  (Dr. Daly), advertising, marketing, pr, management  persuasion  and  education lead to Process : impose influence on audience’s and students beliefs and attitudes With an Outcome of : change in behavior that conforms to persuader’s/teacher’s  goals  1 st  “public school”: Sacra Congregatio de Propaganda Fide “sacred congregation for the propagation of the faith” founded in 1622 by Pope Gregory XV Mission: educate the public about the Catholic doctrine 
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Protestant Reformation, Luther was an innovative communicator  1 st  Textbook: Martin Luther’s Catechism 1535 Protestant Reformation: Martin Luther introduced illustrated primers that  teach people to read; goal to encourage literacy and reading of the Bible as a  source for info rather than info from priests; not merely imparting information,  imparting morality and dissemination of knowledge  Benjamin Harris’ 1690 English translation of Luther’s primer is most popular  pre-Revolution textbook in US and Great Britain  Protestant Propaganda (l. Cranach, 1530’s) Luther realized many adults  would not learn how to read so Luther hired cartoonist to illustrate message  for the illiterate Christians(Jesus washes feet of disciples) v. Anti- Christians(pope getting feet kissed) – very effective in spreading anti-Catholic  sentiment  Looking at how persuasion techniques work on individuals and how that can be  translated to a greater population Propaganda or Education?
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This note was uploaded on 04/23/2008 for the course CMS 313 taught by Professor Kee during the Spring '08 term at University of Texas.

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Notes - Theories of Persuasion 12:35:00 PM Three different...

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