Notes Spring

Notes Spring - MASS COMM 2525 17:04 What is Persuasion?...

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Unformatted text preview: MASS COMM 2525 17:04 What is Persuasion? Logical arguments Can not fully persuade you Emotional component Attachment to something. Persuasion is about emotion and logic. Coercion- force. Persuasion works when persuader and audience come to a shared understanding. Pre-emptive strategy- First one to make the claim then you own that claim. Mad Men- Lucky Strike Its Toasted In order for persuasion to work it must be an active process. Mediated Persuasion Communication=Transmission Source Message Receiver Problems is that it is linear- puts a lot of emphasis on the source encoding the message and the receiver decodes it. Sometimes the encoding breaks down and the receiver cant understand it or the channel has problems Source is powerful and receiver is passive Commercials are passive because they do not require feedback It does not take into consideration the interpretation. Ex. Volkswagen- Think small. Used small size to its advantage. Clinique- Badge of honor Take pride in employees and exceptional costumer service. Save Yourself Transmission model is breaking down cause you have no idea what they are selling Air quality, mannequins, child safety Diesel Jeans Guide to the Dark. Interpret your own way. Diesel Jeans Diesel breaks the rules CIVITA Art School- Artists born here. Andy Warhol If you know Andy Warhol the ad works for you. If you do not know him. Makes us bring our own interpretation and Message-Channel does not matter. A post it notes dumps Carrie Bradshaw. Mad about it because medium matters. Ritual Model of Communication Persuader (Verbal and Visual symbols) Identification Without identification there is no persuasion Audience (emotions, needs, values, reasoning) Definition of Persuasion Conscious attempt by an individual or group to change the attitudes, beliefs or behaviors of another person or group. Interactive, cooperative process Presumes some degree of autonomy on the part of the receiver The co-production of meaning that results when an individual or group of individuals uses language strategies and/or symbols to make audiences identify with them. Meaning is created and shared Source, Message, Receiver When the source encodes the message with symbols familiar to the receiver. Marlboro cigarettes First cig to use a filter tip and many regarded it as feminine cig. Rugged individualism A cultural idea of what a cowboy is helps with peoples understanding. Product-cigarette meaning-rugged individualism association-cowboy consumer-rugged individualism Two Models of Communication In transmission model meaning is best understood as being conveyed or transmitted...
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Notes Spring - MASS COMM 2525 17:04 What is Persuasion?...

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