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Test 2 Lecture Notes 2 - Test 2 Lecture Notes Laswell's...

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Test 2 Lecture Notes 2-19-08 Laswell’s model Laswell’s model of persuasion: Who (source) Says what (message) To whom (target) Through which channel With what effect? Today we are going to start talking about the message. We are going to see how we can very our message to persuade people. Message factors in persuasion 1. Composition 2. Arguments /Appeals 3. Style 1) Number of arguments a) Comprehension is a prerequisite for persuasion. The audience needs to be able to understand what we are talking about. b) Up to a point, the more arguments the more persuasive the message. i) Greater chance that one argument will influence a segment of the audience. ii) Sheer quantity is an indicator of strength of the message. (It is a heuristic) c) Too many arguments can case receivers to: i) Stop attending to the message because it is overwhelming. ii) Forget arguments due to limited processing capability.
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iii) Think and rehearse less if there are too many arguments. (you want people to stop and think about things and with too much they can’t mull it over) d) Expert sources are more persuasive using multiple arguments. 2) One vs. two-sided messages a) One-sided messages present arguments favoring the proposal only. b) Two-sided messages present arguments favoring and arguments apposing the proposal, but refute, downplay of concede the opposing arguments. i) We went over some examples like USC where there were arguments like ‘the university of spoiled children’ ii) When you down play you can use humor like using the earthquake and then saying it LA is going to fall in to the sea. Or the vicious poodle. iii) When the refute something like the spoiled children they just said that most of the students there were on student aid and some come from a poor background. c) Guidelines for using one-sided and two-sided messages: i) If you are walking in to a hostel audience you use two-sided argument. Audience initially opposed to the proposal. ii) Use one-sided with audience initially in favor of the proposal. iii) Use two-sided with intelligent, well-informed audiences iv) Use one-sided with less informed or educated audiences. Because you don’t want to give them potentially bad things that they have not thought of yet.
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