COM 335A Motivational Appeals PDF

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Motivational Appeals...

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COM 335A: PERSUASIVE COMMUNICATION SESSION #5: MOTIVATIONAL APPEALS

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Motivational Appeals- External Inducements that are designed to increase an individual's drive to undertake some course of action. ( An attempt to jump-start an individual's drive to do something) Intristic Motivation- A drive that comes from within (Example: “You live to work”) Extrinsic Motivation- A drive that comes from without (Example: “You work to live”) Attachment Theory- The idea or belief that people tend to develop emotional ties to a specific brand or product. (Examples: Adidas, Apple, Nike) Livingstone, 2007- “People buy for emotional reasons and then justify their purchases with logic.”

Ethical Persuasion- “Pure cases of persuasion are those that allow participants to make free, informed decisions about whether they wish to comply with persuasive messages.” “The more freedom one has to say 'No', the more ethical a given influence attempt is.” (Gass & Seiter, pg. 397)

Fear-Appeal“America has become a culture based on fear. Inducing this fear can bring about changes in attitude, intention, and behavior.” (Gass & Seiter, pg. 313) Two well-known models that explain how and when fear appeals work best: (1) Stage ModelWhen exposed to fear appeals, a person engages in threat appraisal in order to assess the perceived severity and perceived vulnerability of the threat, and (2) Extended Parallel ModelWhen exposed to fear appeals, a person responds in one of either three ways: by (a) using danger control (focusing on constructive ways of preventing or minimizing the threat), (b) by ignoring the message altogether, or by (c) using fear control (“worrying about worry”). Humorous Appeals- “Good comics are playing an important function in society by holding up a mirror and forcing us to confront realities that we would prefer to ignore.” (Gass & Seiter, pg. 318-319)...