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Audience Analysis
Demographics (age, gender, religion, education) Psychographics (attitudes, beliefs, values) Situational (setting, context: occasion, audience size, location)
The Five C’s
Captive (gain respect), Committed (inspiring action), Contrary (find common ground), Concerned (get them to commit), Casual (build connection)
The Audience V.S. The Speaker
The speaker is the hero (Luke Skywalker), the speaker is the mentor (Yoda)
Framing
How you position your message to be interpreted
Gain Frame
When your message emphasizes a positive outcome (“You will live longer if you quit smoking”)
Loss Frame
When your message emphasizes a negative outcome (“You’ll die sooner if you keep smoking”)
Taversky & Kahneman
disease response study; empirical evidence that they way you
say (frame) your message can influence how people respond to it.
Rapport
connection created through feeling of commonality
Target Audience
Woodsy the Owl (“Give a Hoot, Don’t Pollute”) replaced by “Don’t Mess With Texas”
as part of anti-littering campaign