This preview has intentionally blurred sections. Sign up to view the full version.View Full Document
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)...
View Full Document
This note was uploaded on 04/23/2008 for the course COMM 1 taught by Professor Mullin during the Winter '07 term at UCSB.
- Winter '07