2. Persuasion and Persuasive
Communication
īThe term âpersuasionâ means to force someone
into something.
īThe art of persuasion is the art of finding the
best available means of moving a specific audience
in a specific situation to a specific decision.
īPersuasive communication means, persuading
others to understand what one is trying to
communicate.
īPersuasive communication has one core
purpose: get the readers to support, believe, and
act in favour of presenter.
4. Designing Persuasive
Communications (Contd.)
Second, choose media strategy.
īWhich Media does your target audience listen to
or read?
īConsumer profile - specific media consumers
read or watch.
īAudience profile - descriptions of audiences that
listen to/watch specific media.
5. Designing Persuasive
Communications (Contd.)
Third, decide on message strategy.
īGoal of the message strategy is to be
persuasive relative to the communications
objective.
īIssues to be considered:
īWords vs. pictures
īVividness
īRepetition
īSemantics
6. Inoculation Theory
īPresenting refutational arguments to
consumers before they hear it from others
makes the message appear more credible.
īInoculates consumers from competitorsâ ads
that will be negative.
7. Comparative Advertising
īMessages that directly compare a brand to a
competing brand.
īComparison in terms of one or more specific
attributes.
īMost effective when they help consumers
differentiate between two brands.
īDisadvantages: Consumers may not be able to
differentiate false claims.
8. Emotional Appeals
īFear appeals
īUsed in over 15% of TV ads
īUsed to either encourage or discourage certain
behaviors
īThe intensity of the fear appeal is related to its
effectiveness - moderate levels of fear appear to
be most effective.
9. Humor Appeals
īHumor Appeals
īMost effective when:
īClearly identifies brand and humor does
not overwhelm the product
īDistracts attention away from counter
argument
īAppropriate to brandâs image
īUsed with existing products
īUsed with low-involvement products
10. Humor Appeals (Contd.)
īMost effective when:
īAudience is younger, better educated,
upscale, professional
īAds are shown in action-adventure
environment rather than sitcoms
(contrast effect, Gestalt)
12. Sex Appeals
īEffective when sex is related to the
advertised product.
īIneffective, if it is used just to attract
attention - may interfere with message
comprehension and cognitive processing.
13. Language
īItâs very important to use language that fits the
audience and the purpose you want to achieve.
īInappropriate language uses can damage your
credibility, undermine your argument, or alienate
your audience
īThe following sums up the aspects of language:
1. Levels of Formality
2. In-Group Jargon
3. Slang and idiomatic expressions
4. Deceitful language and Euphemisms
5. Biased language
14. Levels of Formality
īThe level of formality should be determined by
the expectations of your audience and your
purpose
īFormal (To an unknown audience
īSemi-formal (To a well-known individual or
audience)
īInformal (Incorrect)
īDistinguish between formal and semi formal
depending on purpose
15. Group Jargon
īJargon or specialized language used by small
groups of like-minded individuals.
īŧAvoid using in-group jargon in general audience without
explanations.
īŧUse group-specific jargon, if you want to address in-group
audience.
īNot using the jargon when it is expected by your
audience can
ī Signal to the audience that you are not a member of
that group
ī Mean you have not mastered the group's terminology
īCan damage your credibility
īInterfere with your purpose in presentation.
16. Slang and Idiomatic Expressions
īAvoid using slang or idiomatic
expressions ("pull someone's leg", "spill
the beans", and "something smells
fishyâ).
īThese words make one sound
informal, and hence, less credible.
17. Deceitful Language &
Euphemisms
īAvoid using any language whose purpose is deceitful
i.e. seems to mislead or cheat.
īEuphemisms are terms that attempt to cover up that
which is wrong, unethical, taboo, or harsh.
īLanguage can also be deceitful if it is overly complex
or confusing.
ī Confusing language is deliberately created and is
used to downplay the truth or to evade
responsibility.
18. Stereotypes and Biased
Language
īAvoid language that is stereotypical or biased in
any way.
īBiased language occurs with gender, can also
offend groups of people based on sexual
orientation, ethnicity, interest, or race.
īStereotyped Language
īStereotyped language assumes a stereotype about a group of
people.
īNon-Sexist language
īNon-sexist, non-biased way is both ethically sound and
effective.
īļUses-Generic- Humankind instead of Mankindinstead of Mankind
īļOccupation â Firefighter instead of Fireman
19. Processes to Persuade by A
Communication
īThere are four kinds of processes that determine the
extent to which a person will be persuaded by a
communication.
1. Attention: One must first get the intended audience to
listen to what one has to say.
2. Comprehension: The intended audience must
understand the argument or message presented.
3. Acceptance: The intended audience must accept the
arguments or conclusions presented in the
communication; this acceptance is based on the rewards
presented in the message.
4. Retention: The message must be remembered, have
staying power.
20. Variables for Persuasive
Communication
ī1. Source: What characteristics of the speaker
affect the persuasive impact?
ī2. Communication: What aspects of the
message will have the most impact?
ī3. Audience: How persuadable are the
individuals in the audience?
ī4. Audience Reactions: What aspects of the
source and communication elicit counter arguing
reactions in the audience?
21. The Persuader
ī1. There will be more opinion change in the
desired direction if the communicator has high
credibility.
ī2. The credibility of the persuader is less of factor
in opinion change later on than it is immediately
after exposure.
ī3. A communicator's effectiveness is increased if
he/she initially expresses some views that are also
held by the audience
ī4. What an audience thinks of a persuader may
directly influence their thinking about the message.
ī5. Communicator characteristics, irrelevant to the
topic of the message, can influence acceptance of
its conclusion.
22. How To Present the Issues
ī1. Present one side of the argument when the
audience is generally friendly.
ī2. Present both sides of the argument when the
audience starts out disagreeing with you,
ī3. When opposite views are presented one after
another, the one presented last will probably be
more effective.
ī4. There will probably be more opinion change in
the direction you want if you explicitly state your
conclusion than if you let the audience draw their
own.
23. Audience as Individuals
ī1. The level of intelligence of an audience
determines the effectiveness of some kinds of
appeals.
ī2. Successful persuasion takes into account the
reasons for underlying attitudes as well as the
attitudes themselves.
ī3. Individual's personality traits affect his/her
susceptibility to persuasion.
ī4. There are individuals who are highly
persuadable and who will be easily changed by any
other influencing attempt.
ī5. Ego-involvement with the content of the
communication increases the acceptance of its
conclusion
24. Persistence of Opinion Change
īa) A communication from a positive source leads to
more rapid decay of attitude change over time than
one from a negative source.
īb) A complex or subtle message produces slower
decay of attitude change.
īc) Attitude change is more persistent over time if the
receiver actively participates in.
ī2. Repeating a communication tends to prolong its
influence.
ī3. More of the desired opinion change may be found
some time after exposure to the communication than
right after exposure .