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

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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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This note was uploaded on 04/23/2008 for the course COMM 1 taught by Professor Mullin during the Winter '07 term at UCSB.

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

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