Message Strategies - Persuasive Appeals

 

1.      Packaging and Heuristics (AP 17) - coding for favorable audience inferences 

 Examples:  dress for success, include many arguments -> quantity of arguments =strength of argument,  laugh and applause tracks, buzz words & PC

   MOST USED WHEN

• There’s little time to think

•  Overloaded with information

•   Issue isn't very important

•   Little information is generally available

•  When heuristic comes quickly to mind ("If it doesn't fit, you must acquit.")
   

2.      Self-persuasion (AP18) - getting people to generate arguments for your position is effective

 

3.      Vividness (AP 19)  emotionally involving, concrete imagery, immediate/personal support works best

 

4.      Repetition (AP 20) -

1.      greater familiarity tends to make the item seem more attractive and truthful

2.      repetition with variation (in ads) is best  (avoids a sleeper effect)

 

5.      Use distraction (to prevent formation of counter-arguments)  [ songs and jingles,  add artsy stuff, skin, fast motion] AP 21

1.      but don't distract the audience from your points

2.      works best with weaker arguments - strong arguments may become less effective with distractions