43 Cards in this Set
| Front | Back |
|---|---|
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Persuasive Appeals
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Ethos = credibility
Logos = logical
Pathos = emotional
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Elaboration Likelihood Model (ELM)
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2 routes to persuasion:
central: important issue; strength of argument determines persuasiveness
peripheral: unimportant issue; context determines persuasiveness
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Heuristic Systemic Model (HSM)
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Systemic processing: careful reasoning
Heuristics processing: use mental 'short cuts', do not engage in careful reasoning. e.g. "statistics don't lie"
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ELM and HSM difference
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HSM has the ability to process both ways at the same time, ELM can't
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Theory of Reasoned Action
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A model of persuasion in which messages influence attitudes, which influence behavioral intentions, which then may or may not lead to a behavior change
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Behavioral Intention Equation
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BI = AbW1 + (SN)W2
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BI
|
Behavioral Intention
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Ab
|
Attitude toward the behavior
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SN
|
Subjective Norms (What others think)
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W1
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Weight of attitude
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W2
|
Weight of Subjective Norm
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Weight of Subjective Norm
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Predicts how individuals will react when confronted with fear producing stimuli
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Sleeper Effect
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we remember and think about funny things
long term effects
deals with humor
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Ad Council
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Campaign to change behaviors
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Economic Model of Advertising
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Way for newspapers to gain revenue
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Radio Advertising (radio jingles)
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brought an auditory component to advertising
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Product Placement
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putting a certain product in a tv show or movie to enhance sales
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Quiz Show Scandal (Twenty-One)
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Trained contestants on answers, led to congressional hearing, outcome = no longer only 1 sponsor for an entire show
|
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Unique Selling Proposition (USP)
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differentiating a product by communicating its unique attributes
Ex: iPhone5 = FaceTime, M&M's = hard candy shell
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Nielsen Ratings
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Way for advertisers to gain demographic info; want to know what type of people watch certain shows
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Click-Through Rate
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How many times people click on your weblink
|
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Big Data
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filtered to your needs
EX: Netflix, Google suggestions
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Principles of Effective Campaigns
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Campaigns geared toward behavior and attitudes
know history behind something
|
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Your Brain on Drugs Campaign
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didn't work
|
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Entertainment Education
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use TV shows and educate them on health issues
EX: Condoms are only 97% effective
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McLuhan's Hot and Cool Media
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Hot - interactive; video games
Cool - nonengaged; reading, listening to music, watching TV
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Engagement in somber media
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helps us reflect on reality and gives us greater appreciation for it
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Affective Disposition Theory
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have certain feelings toward a character and story line
Happy when our liked characters succeed and when disliked characters get justice they deserve
|
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Mood Management
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seek media to change or continue a mood
minimize pain
maximize pleasure
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Analog vs Digital Media
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Analog - medium that usually requires dedicated equipment in order to be used; EX: Vinyl Record
Digital - medium that is able to overcome the limitations of physical medium
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3 C's of Technology
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Compression
Conversion
Convergence
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Compression
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ability to take it with you anywhere
media shrunk in size
ex: walkman to ipod
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Conversion
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ability to transfer from one medium to another
ex: put songs from CD onto computer
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Convergence
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ability to access several forms of media from the same device
ex: iPhone has internet, music, netflix
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Entertainment on Demand
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Access to entertainment at spur of the moment
ex: Netflix, Youtube
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Comstock Act
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Law that has prohibited obscene content from being sent in mail
|
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Miller Test
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test to see if something is obscene
3 components:
Look at content based on society norms
Add to advancement
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Magic Bullet Theory
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Also known as Hypodermic Needle
idea that media has direct effect on you and you have no say
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War of Worlds
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radio broadcast that made people believe the planet was being invaded by aliens
believed because people thought the radio was credible and trusted source
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Media Dependency
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Idea that the more a person depends on having needs gratified by media use, the more important the media's role will be in the person's life and, therefore, the more influence those media will have.
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Social Learning Theory
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Learn by watching
|
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Cultivation Theory
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claims that television cultivates, or promotes, a worldview that is inaccurate but that viewers nonetheless may assume reflects real life.
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What are the 2 routes we use to process information according to the ELM?
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Central and Peripheral
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COMM 105: EXAM 1