{[ promptMessage ]}

Bookmark it

{[ promptMessage ]}

4-6 - CMS April 6 2010 Target Zones Attitudes"snowboarding...

Info icon This preview shows pages 1–3. Sign up to view the full content.

View Full Document Right Arrow Icon
CMS – April 6, 2010 Target Zones Attitudes “snowboarding is fun” o Likes and dislikes o Easy to influence o Lead to behaviors Beliefs “snowboarding is a rewarding pastime” o Personal, what is true/false in the world o Harder to influence Values “snowboarding is a good thing” o Very personal, determinations of good/bad o Hardest to influence Maslow’s Hierarchy People are motivated to act because of an unfulfilled need Physiological needs Safety needs Social needs Self-esteem needs Self-actualization needs Using Ethos to Persuade Establish your credibility (initial and derived) Explain your competence o Stress your research o Stress special knowledge Establish common ground with your audience Use dynamic, charismatic delivery that expresses your conviction and proves your trustworthiness Using Pathos to Persuade Emotionally charged language Cncrete words to help listeners visualize Visual images Use appropriate fear appeals Delivery (nonverbal)—sincerity and conviction Fear Appeals Threat Resolution Smoking = Cancer Quit Smoking Fear cannot be too strong, or people ignore appeal Solution must seem possible, r people moderate fear other ways
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
Using Mythos to Persuade Relies on social traditions and values that are important to the audience Cognitive Dissonance Festinger Dissonance is a bad feeling We try to reduce this feeling o Change our own beliefs o Discredit the source o Deny, deny, deny
Image of page 2
Image of page 3
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