Ch7Power&Influence

Ch7Power&Influence - Language and Persuasion Chapter 7...

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Language and Persuasion Chapter 7
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Words as Symbols Arbitrary meaning no direct connection to what they represent Conventionalized if we want to use symbol to comm. to someone else, we have to agree on symbol’s meaning Connotative thoughts & emotions associated with a word Denotative word’s direct, explicit dictionary definition
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Ultimate Terms Highly revered, widely accepted, and carry special power Powerfully persuasive God terms Carry greatest blessing Demand sacrifice or obedience “fact”, “family values”, “critical thinking”, “balanced budget” Devil terms Associated with absolutely abhorrent and disgusting “racist”, “terrorist”, “sexual harassment” Charismatic terms Mysterious power Unobservable, obscure “Freedom”, “democracy” Meanings change over time
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Familiar Phrases Familiar, widely accepted, and persuasive “Money doesn’t grow on trees”, “Rome wasn’t built in a day” Act as peripheral cues
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Ch7Power&Influence - Language and Persuasion Chapter 7...

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