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Kenneth Burke's Theory of Identification

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Overt Connection

Three Types of Identification

This appeal involves an overt connection between the persuader or speaker and the audience.

Dissociation

The Theory of Identification States that:

  • Overt connection
  • Dissociation
  • Antithesis

“We become influenced by an ad, or by an appeal, only when we can see the person depicted in that ad or appeal in a way similar to how we see ourselves.”

Instead of attempting to convince the audience that they are just like them, the persuader attempts to dissociate or separate themselves from something or someone.

Antithesis

This tactic involves the “pairing of two contradictory statements and positions to achieve a psychological effect”

  • Identification is a key part of the art of persuasion.
  • In order for persuasion to occur, one party must identify with another.
  • The Theory of Identification is evident in nearly every persuasive appeal, whether it be a print ad, television commercial, or speech, just to name a few.
  • Advertisers, politicians or persuaders often use terms such as, “we” and “us” to better identify with the audience.

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