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CM 380 Motivational Appeals

Guilt Pity Humor
by

Patrice Oppliger

on 1 June 2015

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Transcript of CM 380 Motivational Appeals

Motivational Appeals
Fear
Guilt/Pity
Humor
Misc
Guilt
Humor Theories
Operation Smile
peripheral cue
attention
association
distraction
PITY:
Guilt may cause receiver to avoid further interaction with the source.
likeability of source,
association principle
Positive vs. Negative Portrayals
Positive vs. Negative Portrayals
Natural Disasters
Sex appeal:
Warmth
Purposely make receiver feel responsible for something either by action or inaction.

Could be linked to Cognitive Dissonance theory
Side Note: Is shame effective?
Vividness as compared to Exploitation
Role of Locus of Control
emphasize the positive self-feelings that come from doing the right thing.
Incongruity
Superiority
Relief (Freud)
Speaker credibility
Application of humor theory
Related humor
Offensive humor/gender
Humor:
attention
peripheral cue
association
distraction

Warning: anger and undesirable
social consequences
Ingratiation
Find the theories:
evidence/vividness
pity (pos/neg)
locus of control
guilt (emphasize positive self-feeling
cognitive dissonance
intrinsic motivation

*Distinguish from pity: feeling + responsibility
Source likeability
Pity: Advice
Goal is donations: Negative
Goal is volunteering: Positive
Guilt: Advice
Guilt: Caution
Examples: Humor and Aggression
*works even when receiver is aware
Full transcript