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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
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
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Last updated 3/21/2016