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Unformatted text preview: COMM 405 Ethics and Practice of Persuasion Assignment I Introduction From ancient time of Aristotle to the present, the world has changed a lot, so have the forms of persuasion. Yet some things, such as the dynamics of persuasion, remain constant. With its scientific and technological progress, this fast developing world brings us more complicated persuasive messages everyday through the media and also through the interpersonal communication. From one way communication used in mass media to more individualized two way communication used on other platforms like the Internet, persuasion forms vary from advertisings on TV, magazines, newspapers, to direct-marketing messages such as e-mail appeals, telephone solicitations, Internet direct offers, etc. Meanwhile, in order to reduce our alternatives before making choices, we need to be persuaded. In other words, we are, as it were, seeking persuasion sometimes. For instance, in order to get "individualized products", we voluntarily divulge some degree of privacy, such as demographics, income, media habits, etc. While we are enjoying our rights as a "VIP", we become the targets of "individualized persuasion". In such a world, it is important for us to become responsible and critical receivers of persuasion. Hugh Rank, a researcher on the NCTE Project, outlined a model of persuasion that could help teach people to be critical receivers. It is called the intensify/downplay schema . The basic idea behind Rank's model is that persuaders usually use two major strategies, intensify or downplay certain aspects of the products, to achieve their goals. In other words, in order to make a successful persuasion, to achieve their goals....
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- Fall '09