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Establishing_advertising_Techniques - I Assumptions A...

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I. Assumptions A. Building credibility and liking are identity and interpersonal objectives always at work in communication situations. B. Building credibility and liking through communication involves learning workable strategies to create and manage trust. C. Identities are situated and socially constructed. D. Any persuasive strategy designed to create a positive identity has payoffs and tradeoffs. E. Effective persuaders devote some time to establish their credibility (their ethos) before, during, and after their presentations. II. Strategies for Building Ethos A. Demonstrate Propriety or Situational Appropriateness 1. Meet or exceed the other’s expectations for you. 2. Show deference/avoid disrespect. a. Avoid any implication that the audience deserves to be blamed. b. Avoid a tone of moral superiority. c. Avoid excessive pressure. 4. Convey respect. a. Your tone could suggest joint inquiry. b. Reveal an understanding of the audience’s position, or desire to know more about their view. c. Endorse views or values of the audience. B. Establish expertise through self-descriptions. 1. Principle of articulation: Assert (directly or nonverbally) that one possesses particular characteristics: a. Expertise Education Experience/Occupation Intelligence/Knowledge Helpfulness Efficiency b. Trust Truthful, sincere Responsible Reliable Trustworthy 4 2. Provide evidence for your self-descriptions. b. Elaborate upon or specify past achievements or problem-solving ability. c. Show uniqueness on important characteristics. Display confidence. C. Establish ethos through acclaiming. Acclaiming is stating that one is responsible for producing a positive event (Benoit & Benoit). 1. Entitling: Maximize one’s responsibility for producing positive events. 2. Enhancements: Maximize the desirability of positive events that one is associated with. Acclaims can be focused on: a. Policy issues 1. past deeds
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2. future plans 3. general goals b. People 1. personal qualities 2. leadership ability Elaborating acclaims can occur by: a. Stressing the extent of one’s accomplishments or proposals b. Stressing the effects of one’s accomplishments on the audience c. Stressing the persistence of one’s efforts d. Stressing the consistency of one’s actions. D. Express one’s values. Values are abstract ideals, positive or negative, that represent a person’s beliefs about ideal modes of conduct and ideal terminal goals (Rokeach). 1. Provide self-descriptions that utilize the audience’s values. e.g., the family, work ethic, peace, freedom 2. Expressions of values can occur in various ways: a. Assertion of value-beliefs. b. Self-disclosure narratives of personal/intimate information E. Use Motrels (Motive Revelations) to help establish your trustworthiness. Convey that you are a reliable sincere person whose intentions are honorable.
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Establishing_advertising_Techniques - I Assumptions A...

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