comm1.0226 - Statistics or study finding Testimonials or...

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Comm 1 Mullin 2/26/08 Finding published studies exercise for section Public Communication and Persuasion (continued) Audience Factors How to understand your audience? Demographics (e.g., sex, race, income) Psychographics (lifestyles, interests, needs) Audiences have: Beliefs – truths held about something o Primarily cognitive Attitudes – evaluation of something o Mostly affective Behaviors – actions, things people do Attitude-Behavior Link Do attitudes predict behavior? o Sometimes yes, sometimes no Complex relationship o Multiple attitudes often involved o Situational and individual factors important (feelings, where you are) o General vs. specific attitudes Message Characteristics Use of evidence (supporting arguments) Factual statements
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Unformatted text preview: Statistics or study finding Testimonials or eyewitness reports Quotations Examples Analogies and metaphors One-sided or two-sided arguments? present own side only, or present both and attack opposing view? One-sided better if: Audience agrees/leaning toward you already Not much controversy Low familiarity with issue Two sided better if: Audience disagrees Controversial High familiarity Message characteristics/ Strategies Use of evidence Positive emotional appeals = vivid messages designed to arouse good feelings Ex. Humor, love, sentimentality Effective if condition a response (pair the good feelings with the argument)...
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comm1.0226 - Statistics or study finding Testimonials or...

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