Shaping reinforcing changingresponses

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Unformatted text preview: ut an issue Persuasive Communication Effects Persuasive Communication Effects Shaping Reinforcing Changing responses Persuasive Communication Effects Persuasive Communication Effects What examples can you think of for the following communication effects? Shaping Reinforcing Changing responses Historical Overview Historical Overview Rhetoric (the art of public persuasion) Sophists, teachers of rhetoric, Greek word sophos for knowledge Plato Aristotle Historical Overview (Aristotle) Historical Overview (Aristotle) Ethos (the nature of the communicator) Pathos (emotional state of the audience) Logos (message arguments) Contemporary Overview Contemporary Overview Study of persuasion is multidisciplinary but largely falls into the social sciences (communication, social psychology, etc.) Researchers use a scientific approach Surveys, experiments Contemporary persuasion differs Contemporary persuasion differs from the past The number of persuasive communications has grown exponentially Persuasive messages travel faster than ever before Persuasion has become institutionalized Persuasive communication has become more subtle and devious Persuasive communication is more complex and impersonal Persuasion & Ethics Persuasion & Ethics Persuasion can be used for good or bad purposes, with ethical and unethical intentions Persuasion & Ethics Persuasion & Ethics I want to sell you a car… Scenario: You are a car salesperson and have a family at home to support. Times are tough. Is it ethical for you to attempt to persuade someone who can barely afford the payments to purchase a new car? Review Review What is persuasion? How does contemporary persuasion differ from the past? What’s the difference between persuasion and coercion? What are the three persuasive communication effects? Explain ethos, logos, and pathos....
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This note was uploaded on 04/10/2013 for the course MKTG 360 taught by Professor Shukla during the Spring '13 term at Chapman University .

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