MC 2525 Lecture 10

MC 2525 Lecture 10 - II. Strategies of Motivational Appeals...

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I. Motivational Appeals - Feelings-based (or affective) approach to persuasion Emotions:  belief systems that guide how we understand our feelings and how we  organize our responses to those feelings. A. Emotions are socially constructed; feelings are physiological B. Socialization theory: individuals acquire personality and learn the ways of life  through a process of social interaction. - Significant others: interaction and identification - Generalized others C. Emotions involve our self-esteem.  - Emotions structure and order our experiences.
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Unformatted text preview: II. Strategies of Motivational Appeals A. Personal relationships B. Narratives C. Humor D. Fear Appeal (1) Develop severity of the threat (2) Prove likelihood of threat (3) Show efficacy of suggested solution E. Cognitive Dissonance Theory-Dissonance: the uncomfortable pairing of two inconsistent ideas Felicia Song, Fall 2008 Not to be Used Without Permission-Individuals seek balance, or consistency, in their lives. -Persuaders create dissonance in audience, and then show how to resolve dissonance. Felicia Song, Fall 2008 Not to be Used Without Permission...
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This note was uploaded on 10/21/2008 for the course MC 2525 taught by Professor Song during the Fall '07 term at LSU.

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MC 2525 Lecture 10 - II. Strategies of Motivational Appeals...

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