Emotion and Persuasion (Auto Recovered) PDF

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Burt Used emotion from her son’s death to persuade people to change their actions Used her influence as a mother to speak for why people should listen to her Used the emotion of a son to pull heart strings Talked about how the poisoning made her unable to help her children Persuasion functions of Narrative Add interest (engrossing) Create identification Aid memory Narratives can make enthymematic, illustrative arguments (that are difficult to challenge) Create an emotional response Transport he audience to another place/time Narratives link other strategies Emotional Appeals An appeal to the audience’s emotions, motivations, values, needs or emotional symbols Appeal to the gut, heart, scaring them Aristotle called it “pathos” Several different type of emotional appeals Emotional appeals are the key to attitude change Short term change G&S Definition External inducements often of an emotional nature which are designed to increase an individual’s drive to undertake some course of action Intrinsic motivation: an internal desire or drive Extrinsic motivation: an external incentive or disincentive May be positive/prosocial or negative/antisocial May be activating, energizing or calming, soothing Examples “Lost dog”

Value based appeals These tap into the value structure of society American values: progress, family, freedom, peace, justice, opportunity Subgroups also have their own values Geoffrey Canada 1993 government decided to change welfare programs Poor people Lazy Too many children Depressed Embarrassing Unmotivated Uneducated Cherries Metaphor for love Never got to reciprocate his grandmother’s love Values Political Tribes and Values: Moral Foundations Theory Political Tribes and Values Jonathan Haidt: Righteous mind Not just socialization, nature not just nurture 5 core values that every person on the globe has to some degree Moral Foundations Harm/Care Fairness/Reciprocity Ingroup/Loyalty Authority/Respect Purity/Sanctity

Haidt: Righteous mind Liberals and conservatives believe it is important to protect Appeal to Identity and Culture Culture: Attitudes, values, beliefs and cultural practices Help people understand the world and validates institutions that govern social practices Identity

Appeal to guilt/pitty These appeals tap into guilt or pity in the audience Pity appeal Sufferer is not responsible for their situation Appeal to Pride/Patriotism Examples: the war is clearly justified. Support our troops! We must stay in Vietnam because the US does no lose wars The PATRIOT act Appeal to Fear Fear Appeal is amessage designed to elict fear in an attempt to persuade Extended Parallel Processing Model Danger control: The receiver concentrates on ways of reducing the danger Fear control: the receiver focuses on the fear itself, and becomes anxious, panicky Effective fear appeals trigger danger control rather than fear control Severity: strong enough to threaten Susceptibility: threat can happen to me

Perceived efficacy The recommended action is perceived as both effective and feasible to avoid the danger Response efficacy: it will work Self efficacy: I can do this...