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Com 231 Week 3 Key Terms
- 1. Com 231 Week 3 Presentation Key Terms
- 2. The Approaches Dramatistic Pathos Logos Ethos & Narrative
- 3. Pathos Emotions Pathos describes emotions that come into play as appeals are made to the things people hold dear. Persuaders assess the emotional state of the audience and design artistic appeals aimed at those states.
- 4. Logos Logic Logos relies on the audienceʼs ability to process evidence in logical ways and to arrive at some conclusion. The persuader must predict how the audience will do this; and thus, must assess their information-processing and conclusion-drawing patterns.
- 5. Ethos Credibility Before the speaker actually makes a persuasive presentation, the audience holds an image of the persuader. Even if the persuader is totally unknown to the audience, members will draw certain conclusions based on what they see— body type, height, complexion, movements, clothing, grooming, and so on.
- 6. Burkeʼs Dramatistic Approach Watch video on the next slide
- 7. Fisherʼs Narrative Approach Watch video on the next slide
- 8. Dual Processing Theories 1) Low effort, fast 2 modes of 2) High effort, slow information uses mental heuristics and rule based processing Seen in Elaboration Likelihood Model (ELM), Heuristic Systematic Model (HSM) Automatic Activation of Attitudes.
- 9. Elaboration Likelihood Model (ELM) • The way we make use of info to make decisions • Requires both motivation and ability
- 10. Elaboration Likelihood Model (ELM) Central Peripheral Route Route • Routes operate interdependently • Correlated inversely eg: more central route less peripheral route and vice versa
- 11. Elaboration Likelihood Model (ELM) • Involves systematic reasoning • Slower, deliberate and requires high Central cognitive effort Route • Requires one to be motivated to think • Makes best logical decision after processing info eg: buying an android because of its features
- 12. Elaboration Likelihood Model (ELM) • Use mental heuristics/short cuts • Enables you to make a decision quickly with less cognitive effort Peripheral eg: Buying an iPad because of its aesthetic appeal Route • Appeals to emotion and feelings • Often used by advertisers eg: Celebrity Endorsement
- 13. Heuristic Systematic Model (HSM) Systematic Heuristic Processing Processing Route Route slow, high effort fast, low effort Routes operate independently and can occur simultaneously
- 14. Automatic Activation of Attitudes • Trigger certain attitudes automatically • Used to induce change in peopleʼs attitudes and behaviors
- 15. Automatic Activation of Attitudes How does it work 1. Be aware of the triggers of a certain attitude or behaviour eg: Impulse buying 2. Change current attitude/ belief towards an issue by altering accessibility of information. eg: Saving money by buying 2 shoes for the price of 1 3. Establish new behavior and/or attitude eg: “I will NOT buy new clothes unless I need to” (good luck on that)
- 16. Hope this was helpful. Cheers!