Communication- Argumentation and Persuasion
uthej19
COM470_Week5_Tuesday_Fall2020_studentv2.pptxCOM 470: Argumentation and Persuasion
Week 5, Tuesday, 9/22
Agenda
Refresher on message design considerations
Begin discussion on emotions
Reminder:
Saturday class on 9/26, 12:45pm via Zoom
Please read Chapter 6
Acceptance Speech recap
How did Malala Yousafzai establish credibility?
How were message design components used?
How was emotion used and/or felt?
Emotions and Persuasion
https://www.youtube.com/watch?v=3t6bLugtJkQ
https://www.youtube.com/watch?v=7VQqUuW1ii0
What are the emotional appeals being used?
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Emotion
Multi-faceted internal mental states representing evaluative, valenced reactions to events/objects/etc., that vary in intensity
Short-lived, intense and directed at different stimuli
Emotion and mood are not the same
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Components of Emotion
Cognitive component: our interpretation of what the feeling tells us about our environment [e.g., fear: threat; joy
Affective component: a subjective feeling state
Physiological component: our experience of arousal such as heart rate increase, faster breathing, blood pressure
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Components of Emotion (cont’d)
Motivational component: our action response derived from the emotion, behavioral intentions, readiness
Motor expression: Physical expression of emotions is displayed in body language and facial expressions
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Emotions and Action tendencies
| Emotion | Action Tendency |
| Fear | Panic; scream; stress; heart racing; avoid; fight or flight; back up; threat/threatened; out of control; escape; seek protection |
| Guilt | Over compensate; defensive; apologetic; pit in stomach; repair guilt; lie guilt away; atone; sense you did something wrong |
| Anger | Fight; yell; shut out people; attack; problem solving; strike out |
| Sadness | Isolate; cry; sulk; withdrawal; avoid; inaction; cope with situation; negativity; try to find a way to resolve sadness |
| Disgust | Make face; turn away from object or idea; cringe; queasiness; try to find reason/lesson confusion about object |
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Emotions and Action tendencies (cont.)
| Emotion | Action Tendency |
| Envy | Take-away or tear down what makes you enviousness; imitation; passive-aggressive; improve yourself; longing for something |
| Happiness/Joy | Promote trust and sharing; smile and laugh; more positive in situations; open to share; progressing toward something desired |
| Pride | Confidence (opposite of arrogance); show off pride (expressive); increase self worth |
| Hope | Optimistic; take advantage of situation (in a good way); more willing to try things; open to share; hopeful – desire for better things to happen |
| Compassion | Show a lot of emotion; support; caring; more willing to help someone and put yourself in their shoes; altruism; reach out and help people; empathy |
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Emotion – theoretical processes and future research
Emotional flow and you experience multiple emotions at the same
Positive emotions can serve heuristics (cues); negative emotions can lend to deeper processing of message content
May try to avoid certain emotions
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Humor and Persuasion
No consistent evidence
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Humor is associated with increased ad liking, brand liking and purchase intention
Humor can increase message attention and produce positive affect, but not impact cognitive responses or source liking
Humor could detract from source credibility
May have a “sleeper effect”
Humor – Case study points
Aggressive teasing vs. affectionate teasing
Good and bad humor – maladaptive and adaptive
Persuasive tactic because it brings people together
Humor can impact your mood
Continuum of humor – identification/clarification to enforcement and differentiation
Humor in a conversation to get what you want in a conversation – interpersonal
Humor can point out faults without being threatening/criticizing
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Case study recap
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1. How might Steven’s anecdote be used as a divisive strategy rather than a unifying function of humor?
2. Would the humor messages be perceived differently without the accompanying nonverbal cues?
3. How does Siena reciprocate Steven’s use of humor?
Activity
Locate a video advertisement on Youtube or another website and answer the following questions. Please submit your activity by Wednesday, 9/23, 12midnight (Eastern) on Blackboard under the Week 5 folder.
Identify the following:
What was the attention-gaining device used?
Who is the target audience?
Is the humor in the ad relevant to the product?
Evaluate the use of humor in the advertisement. What are the pros? Cons?
Next time…
Discuss emotions of anger, guilt and fear
Reminder:
Saturday class on 9/26, 12:45pm via Zoom
