Persuasive Speaking

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 into someones head and normalizes it

Repetition

Gets something into somone’s head and normalizes it

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

Downplaying

an attempt to diminish the importance of someone or something

Omission

Not telling certain information while promoting a certain idea- this usually occurs with price (ex: side effects of meds or shopping costs)

Diversion

distracting from the important info and pointing people in a different direction

Confusion

making something sound complicated on purpose so you can impose a service for that complication

Ethos

Credibility

Pathos

emotional appeal

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 bias of all human communication — humans are storytellers by nature

Narrative coherence

the degree to which the 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 judgement 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 beleifs, cognitives, and sentiments

More Exposure Effect

The phenoemenon that repeated expousure to novel stimuli increases liking of them

Commitment (persusaion)

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

Reciprocation