Persuasive Speaking Midterm

Jaques Derrida

developed the philosophy of deconstruction

Kenneth Burke

Dramatism- analyzing human relationships through the use of language

Yale 5 stage model

1. Identification -people often don't know about your product
   2. Legitimacy -proving a good track record
   3. Participation -creating a sense of "togetherness"
   4. Penetration -Due to success, the name of the brand replaces the name for the thing
   5. Distribution -given awards

hierarchy of effects

1. begins with awareness
2. one creates awareness
3. knowledge - what does this product do?
4. liking -how much do people enjoy this product?
5. preference -do people want this product more than others?
6. conviction - do people feel like they need it/cannot live without it?
7. purchase -will they buy it?

Positioning model

Place: the product occupies in consumers' minds;
- Rank: the position the brand/product has with respect to its
competitors;
- Attitudes: propensity of customers towards the particular
brand in the targeted market

ummm... the authors of the textbook? (persuasion and social movements).

Stewart, Smith, and Denton

association

when two things are paired together, and the feelings from one thing are transferred to the other

composition

Visual and verbal. Visual composition involves creating something that is aesthetically pleasing to the eye and verbal involves making something sound nice

emotional appeal

pathos

logos

Appeal to logic - people must have a logical reason behind doing certain things and acting a certain way

narrative paradigm

a theoretical framework that views narrative as the basis of all human communication -humans are storytellers by nature

narrative coherence

the degree to which a story makes sense in the world in which we live

narrative fidelity

does the story ring true?

Metaphor

the ability to take something and bring/apply that thing to something else

dual process theory

The proposal that judgment involves two types of thinking: a fast, efficient, but sometimes faulty set of strategies, and a slower, more laborious, but less risky set of strategies.

central route persuasion

argumentation and reasoning

peripheral route

often unconscious and from inner motives

sleeper effect

consumers forget the source of a message more quickly than they forget the message - usually deals with credibility and the message is initially rejected because of lack of credibility

cognitive consistency

Human beings, as a general rule, like to have their beliefs, values, attitudes, and actions line up with one another

balance theory

a theory holding that people try to maintain balance among their beliefs, cognitions, and sentiments

mere exposure effect

the phenomenon that repeated exposure to novel stimuli increases liking of them

commitment (persuasion)

think: voluntary support. the speaker wants to convince the listened to be on their side

reciprocation

giving things to people makes them feel like they must give something back in return

Contrast Principle

affects the way we see the difference between two things that are presented one after another

rhetoric

the art of using language effectively and persuasively

Dialectic

the art of investigating or discussing the truth of opinions

Deconstruction

a type of critical postmodern analysis that involves taking apart or disassembling old ways of thinking

Michel Foucault

His theories address the relationship between knowledge and power - he was a french philosopher, historian, literary critic and political activist

Rank's Model of Persuasion

Persuaders choose from four strategies of action. They can:
1) Intensify their own good points
2) Intensify the weak points of the opposition,
3) Downplay their own weak points, or
4) Downplay the good points of the opposition.

Intensification

emphasizing or strengthening meaning of a certain word of topic

repetition

Gets something into someone's head and normalizes it

Downplaying

Gets something into someone's head and normalizes it