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The Persuasive Campaign or Movement (Chapter Eleven)

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Sacheen Mobley

on 9 May 2013

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Transcript of The Persuasive Campaign or Movement (Chapter Eleven)

THE MESSAGE The messages in persuasion are most successfully used in the campaign and/or the movement. Campaigns Campaigns are not a series of messages sent to an audience. They are, also, not a collection of persuasive messages delivered over time. So, what are they? 1. Camapigns create a position. 2. Designed to develop over time. 3. Dramatize the idea, person, product, or ideology to create personal connection. 4. Use sophisticated communication to reach certain targets in the audience. A campaign should feel like watching a good movie or television series.
There should be a sense of connection with the audience.
There is a collage of messages such that there is a narrative.
Finally, whether targets hear some or a lot of the messages, they should all feel similarly about the message Product, Person, and Idea or Ideology Types of Campaigns Goals, Strategies and Tactics The overall goal of all campaigns is movement. To achieve this movement, campaigns need:
Clearly defined goals.
Clear strategies to accomplish the goals.
Tactics to employ the strategies and achieve the goals. Campaign Development All campaigns must grow, mature and adapt if they are to succeed and survive. As this happens, campaigns try, keep, alter or drop various strategies based on audience responses. The Yale Developmental Model Identification Legitimacy Participation Penetration Distribution Identification Establishing a position in the minds of the audience. Famous names and logos: A simple way to estaiblish this is through the use of a logo and/or a good name. What are some famous names? Legitimacy When your audience believes you (or your product, idea or ideology) are worthy, believable, and trustworthy. This can come through any number of strategies and tactics. Think of your favorite cause. What makes it legitimate for you? Participation It logically follows that a legitimate campaign will garner support. This comes from many sources. The goal is to get the audience to become active in support of the product, person, idea or ideology. This stage brings clout to the campaign. What are some acts of participation in a campaign? Penetration This would be the tipping point in a campaign. In recent culture, what are some of the significant campaigns that have achieved penetration? The campaign has earned a meaningful/significant share of whatever the target market was. Distribution This is the final stage of the campaign model. All three types of campaigns need to get to this stage but each may display it differently. In this stage, the campaign rewards its loyal followers for helping the campaign succeed. Product, Person, or Idea or Ideology Basic premises: 1. Reality is socially based. 2. Reality is symbolically constructed. 3. We use narratives or stories to help facilitate interaction. 4. We use fantasy links to "chain out" a composite fantasy or rhetorical vision. 5. A rhetorical vision can become the basis for any kind of campaign and is found in all types of campaigns.
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