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| Social or formal distance |
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| Personal or informal distance |
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| touch and texture (rough vs. smooth surfaces) |
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| use of time (ie being early, on time, late) |
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| Artifactual Communication |
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| what your stuff says about you (ie posters, art, etc in your house) |
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| includes environment, physical behavior/movements, and touching the other person (according to mark knapp) |
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| eye contact or not, etc… according to leather’s eye functions, includes attention (making eye contact with those we’re interested in) and regulatory (signaling whose turn it is to speak) and power (leader stares at others) and affective (indicating emotions) |
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| Gender differences in touch |
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| women touch more often and show more affection with touch. Men are more likely to touch if they perceive themselves as superior in status. Women touch ~12xday, men ~8 |
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| integrated marketing communication (become popular in 90’s, brought advertising/PR/events/personal |
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| repeating patterns to create interest and memory (“from baseball to boyscouts..”) |
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| build agreement on small thing and go from there |
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| when turned down for significant command, negotiate down to smaller one |
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| ask a string of obviously “yes” answers followed up by the ask |
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| offer at least 2 alternatives to choose from, but not more than 3 |
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| Answer a question with a question |
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| buy time if you don’t know answer by putting ball back in their court- ask them a related question (could you restate that more clearly?) |
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| “if you can’t donate at this time, can you sign this petition?” |
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| make them feel indebted to you |
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| Hierarchy of effects model |
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| awareness- developing knowledge- testing knowledge- liking- preference- conviction- commitment/purchase- reevaluation and adapting |
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| 3 types: innovative (total change- replace values), revivalist (small change- return to values ie prolife), resistance (block change). 7 characteristics: have leaders, organized but not institutionalized, attract large numbers, support/oppose social change, use persuasion to attract recruits, highly moralistic, opposition from those in power often leads to violence. Stages are genesis, social unrest, enthusiastic mobilization, maintenance, termination |
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| Agitation and control model |
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| agitation side wants change, control does not. Agitation must rely on symbolic actions and have little power, control has much power. Control can ignore, negotiate, repress, etc. 8 stages of agitation= petition, promulgation, solidification, polarization, non-violent resistance, escalation, ghandi or geurilla, revolution |
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| occurs when there is a new technology/product/political practice. 4 stages: information/knowledge, persuasion, decision/adoption/trial, evaluation & confirmation. |
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| mini dramas played out in groups. 3 planes: righteous (moral, ethical, legal), pragmatic (practical), and social (peer pressure) |
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| Symbolic convergence theory |
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Definition
| we do as those with whom we identify with do. Dramatization is most influential kind of proof. Social groups have shared meaning. |
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| Motivated sequence format |
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Definition
| use to prompt audience to take action. (get attention, show what missing, make visualize how life would be different, show how they’ll be satisfied, suggest simple action that will give them missing thing) |
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| statistical evidence, narratives, testimony, visual evidence (ie graphs and charts), compare and contrast |
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| Uses and gratifications theory |
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| we have various needs for media: surveillance (knowing whats going on in the world), curiosity (noncritical information- celebrity gossip), diversion needs (avoid boredom), personal identity needs, nostalgia (listening to oldies) |
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| 11%- live on edge of poverty: includes survivors and sustainers |
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| 67% who have money to spend: includes belongers (less wealthy, care about family), emulators (young/educated/upwardly mobile.. good targets for trends), and acheivers (wealthy people who have made it… good targets for luxury items) |
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| 22% of market: I am me (reject traditional ways but wealthy), experimentals (like adventure, outdoors, DIY), socially conscious (want green), integrated (feel good about selves- good target for arts & enrichment) |
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| field research and observation of consumer behaviors- gillette watched how men & women shaved to develop razors |
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| The feel of “texture” of words (swoosh) |
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| Burke's theory of dramatism |
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| says that the basic way we come to understand the world is thru drama/narrative storytelling |
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Definition
NOT a way to construct campaign, just to analyze it
Act any motivated/purposeful action. Usually the verb in the sentence.
Scene physical location, time period, situation, occasion, etc
Agent person or group who takes action in the scene
Agency tool/method/means of persuader to achieve ends (ie humor)
Purpose the reason the agent acts in a given scene using a particular agency. May be obvious or not. |
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| for persuaders who want to change minds of neutral or opponents |
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| for persuaders who want to motivate those that already agree with them- rally the base |
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| seemingly religious language where right and wrong is black and white |
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| mechanisms are stored in our memories that automatically recall attitudes. We persuade by activating these in our audiences. Try to activate the good ones while avoiding the bad ones. |
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| Fischer: people can be persuaded by stories and drama. Narratives must have coherence (the way the story hangs together has meaning and impact) and fidelity (whether or not it rings true for listener’s experience) |
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Identification create a position in audience’s mind using name, slogan, jingle, etc
Legitimacy establish credibility (ie endorsements, winning a primary)
Participation recruit previously uninvolved persons
Penetration earn the support of a significant segment of targets
Distribution rewarding supporters in some way |
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| Difference between strategies and tactics |
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Definition
Strategies= planned activities to accomplish goals (ie emphasize shortcomings of opponent)
Tactics= specific actions to accomplish the strategy (a specific campaign ad) |
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| observe people and how they persuade, they are most vulnerable to tactics like their own. Determine ethicality of your appeals, research their past decisions and opinions (polling) |
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