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Student CM 380 message


Patrice Oppliger

on 1 October 2013

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Transcript of Student CM 380 message

Persuasion Theories
Communication Models
Message Effects
Evidence (logic) vs. Vividness (emotion)
Association Principle: linking your brand to an emotion or attractive source
Repetition: works especially well for a new brand/candidate
Scarcity: create the perception of limited supply - "act now!"
Distraction: purposely distract the receiver from forming a counter-argument
Inoculation Theory:
strategy to create resistance to persuasion
offers receiver counterarguments
Parallels Aristotle's Model of Persuasion:
Logos: logic
Pathos: emotion
Ethos: source charisma
Persuasion Theory Breakdown:
Full transcript