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UA COMM 318 - Messages
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COMM 318 1st Edition Lecture 15 Outline of Last Lecture I. Spring BreakOutline of Current Lecture II. MessagesCurrent LectureI. Langauge VividnessA. what is vividness? (painting a mental picture)1. how concert information is2. emotionally interesting3. imagery-provoking4. proximate in a sensory, temporal or spacial way (immediate)5. attracts and holds our attention B. specific and colorful language1. VIVID: “on his way out the door, sanders tagged against a serving table, knocking a bowl of guacamole dip to the floor ad splattering guacamole on the white shag carpet”2. PALLID: “on his way out the door, Sanders staggered against a serving table, knocking over guacamole.”3. images• images provide concrete information4. case history information• telling a story; things that have happened to specific people opposed to statistics C. what are the effects of vividness?1. existing evidence suggests that vividness has a positive impact on persuasion 2. audience members infer that the message source is knowledgable in the basis of the level of detail in the message 3. vivid detailed messages—> inference that source is knowledgable —> message acceptance D. limitations1. some evidence that vividness can undermine persuasion2. distraction• vividness can distract attention away from the essential meaning of the information 3. message gets lost in the vividness• point of the persuasive message is confused or missed ***we want messages that are vivid, but not too vivid that they miss the persuasive message***II. Powerful vs. Powerless Language A. what is powerless language?1. hedges: “sort of”/“kind of”/“i suppose” 2. hesitations: “uh”/“well”/“you know…”These notes represent a detailed interpretation of the professor’s lecture. GradeBuddy is best used as a supplement to your own notes, not as a substitute.3. intensifiers (add on to suggest positivity with statement): “really”/“very”/“surely” 4. polite forms (infers incompetence/lack of confidence): “if you don’t mind”/“i’d really appreciate it…”5. tag questions: “…don’t you think…”/“don’t you agree…?”6. powerful/powerless language affects persuasion 7. audience members infer that the message source is confident from the language used in the message 8. AVOID POWERLESS LANGUAGEIII. Narrative vs. Statistical EvidenceA. statistics1. numerical information2. represents information from a number of individuals3. can be disseminated quickly B. narrative A. story or anecdote of a single individual’s experienceB. involvingC. listeners suspend counterargumentsD. facilitates identification with source E. compelling culturally


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UA COMM 318 - Messages

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