COMM 339 -- Persuasion

Dr. Lee McGaan  

  Office:  WH 308  (ph. 309-457-2155);  email
  Home:  418 North Sunny Lane (ph. 309-734-5431, cell 309-333-5447)

Fall 2016 Office Hours:   MWF:  9:30 - 10am, 11am - Noon & 1 -2pm TTh:  2-3pm & by apt.  |  copyright (c) by Lee McGaan, 2006-2016

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


  • 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


Last updated 3/21/2016