comm1.0228

comm1.0228 - Comm 1 Mullin 2/28/08 Public Communication and...

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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: Threat is serious – real could happen and is bad thing
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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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comm1.0228 - Comm 1 Mullin 2/28/08 Public Communication and...

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