{[ promptMessage ]}

Bookmark it

{[ promptMessage ]}

comm1.0228 - Comm 1 Mullin Public Communication and...

Info icon This preview shows pages 1–2. Sign up to view the full content.

View Full Document Right Arrow Icon
Comm 1 Mullin 2/28/08 Public Communication and Persuasion (continued) Message Characteristics/Strategies Use of evidence Positive emotional appeals = vivid messages designed to arouse good feelings Ex. Humor, love, sentimentality Effective if “condition” response (pair the good feelings with the argument/product) Potential problem in ads: “vampire creativity” Idea that people want to create great ads, memorable, entertaining, problem is that if you make it so entertaining but don’t tie effectively to product that people don’t remember what the ad is for Negative emotional appeals = designed to arouse unpleasant feelings Ex. Guilt/shame, sadness Behavior contagent – see something messed up don’t feel you need to do anything. Cant do anything worse The fear appeal Basic human needs threatened E.g. safety, personal relationships Life threatening or insecurities that we have Most effective when audience sees:
Image of page 1

Info icon This preview has intentionally blurred sections. Sign up to view the full version.

View Full Document Right Arrow Icon
Image of page 2
This is the end of the preview. Sign up to access the rest of the document.

{[ snackBarMessage ]}

What students are saying

  • Left Quote Icon

    As a current student on this bumpy collegiate pathway, I stumbled upon Course Hero, where I can find study resources for nearly all my courses, get online help from tutors 24/7, and even share my old projects, papers, and lecture notes with other students.

    Student Picture

    Kiran Temple University Fox School of Business ‘17, Course Hero Intern

  • Left Quote Icon

    I cannot even describe how much Course Hero helped me this summer. It’s truly become something I can always rely on and help me. In the end, I was not only able to survive summer classes, but I was able to thrive thanks to Course Hero.

    Student Picture

    Dana University of Pennsylvania ‘17, Course Hero Intern

  • Left Quote Icon

    The ability to access any university’s resources through Course Hero proved invaluable in my case. I was behind on Tulane coursework and actually used UCLA’s materials to help me move forward and get everything together on time.

    Student Picture

    Jill Tulane University ‘16, Course Hero Intern