Stratagms of Persuasion
Pratkanis and Aronson (ch. 5) describe
Four Key Stratagems that
underlie successful persuasion.
Pre-persuasion: Taking control of the persuasive situation and
context in such a way that the rhetor can structure how the issues are framed and
how decisions will be judged.
Source Credibility: Insuring that communicators of the message are seen
favorably (seen as likable, trustworthy, authoritative, dynamic, etc.) by the
target audience for persuasion.
Message Design: Creating messages that focus the target audience's
attention and thoughts on the concepts that favor the persuasive goal and
only on those sorts of thoughts.
Emotions: Arousing emotional responses in the audience and
providing a way for the audience to respond to those emotions in a manner
that produces the desired outcome.
Fair, Deliberative Persuasion versus Propaganda:
Questions that determine what is propaganda.
communication method induce thoughts about the issue at hand
OR does it truncate
thought and play on prejudice?
the communicator use emotion? -- to add energy to our thoughts and actions
on the issue OR to overwhelm our abilities to engage in thoughtful reflection?
Discussion on Friday (9/9/16):
Imagine you are
trying to persuade a rational individual and average, adult, taxpaying citizen.
For each persuasive topic/goal below, identify
[i.e. "the facts"],
[i.e. morals, what's right and wrong] and/or
[i.e. the audiences self-interests and desires] .
that should lead to a
attitude toward the topic/goal (below).
for the death penalty.
Opposition to the death penalty.
for including discussions on the use of birth control in high school
Opposition to including discussions on the use of birth control in high
school health classes.
Last updated 1/22/2016