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77 Cards in this Set
- Front
- Back
3 Types of Sensory Language |
Visual, Auditory, and Kinesthetic |
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Define Sensory Language |
Using five senses to add depth to persuasion |
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What is a metaphor? |
A word or phrase where one object or idea is used in place of another object to suggest a likeness |
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Two key parts of metaphors |
1. Tenor (subject of the metaphor/signified) 2. Vehicle (transmission of the meaning/signifier)
That kid [tenor] is a siren [vehicle]! |
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Define archetypal metaphor |
A metaphor that crosses time and culture
While a person in china may not understand characterizing a person as being timid like Piglet, they will understand a timid person being compared to a mouse. |
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Define God term |
Convincing someone to do something |
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Define Devil term |
Dissuade someone from doing something using terms of repulsion |
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Define Charismatic Term |
Emotionally charged words that are hard to define, intangible
example: democracy, freedom |
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Define Pragmatic style |
The persuader is targeting audience members that are against their cause.
Use logical approach [Logos]
Use central route [ELM] |
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Define Unifying Style |
The persuader is trying to motivate their supporters.
Use emotional approach [pathos]
Use peripheral route [ELM] |
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Define Wisdom of the Rustic |
Speaker draws on his/her hardships to connect with working class |
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American Core Values - - Wisdom of the Rustic |
Puritan and Pioneer mentality
"Simple, common-sense wisdom of the backwoods hero wins out" |
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Define Coming of the Messiah |
When society is in danger, disaster, or chaos, someone will come to save us all
Any size - - Family, personal, nation-wide |
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American Core Values - - Coming of the Messiah |
Puritan and Pioneer Morality |
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Who developed paranoid style conspiracies? |
Richard Hofstadter |
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How does conspiracy theories connect with the coming of the messiah? |
Conspiracy theories cause the chaos needed for the messiah to appear |
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3 factors of a conspiracy |
1. Something to lose [money, power, health] 2. They feel danger that these things will be lost 3. They are helpless to prevent this loss |
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American Core Value - - Conspiracy |
Puritan/Pioneer morality |
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Define Value of a Challenge |
Wisdom can only be gained by testing and suffering, but this right of passage gives us power, character, or knowledge |
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3 Themes of suffering [value of challenge] |
1. Nothing can be accomplished without pain 2. Suffering begets maturity, humility, wisdom 3. Great leaders were tested and found equal to the challenge |
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American Core Values - - value of a challenge |
Effort and Optimism |
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How does this relate with Wisdom of the Rustic? |
Value of a Challenge - main category Wisdom of the Rustic - sub category |
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Define "foot in the door" |
Donor makes a small commitment, but this relationship leads to larger sales |
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Define "door in the face" |
Requests a large commitment, but then settles on a small commitment |
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Define "Rejection to Threat" |
salesperson attempts a loaded sale and is rejected, but then they retreat to offering a stripped down version
Makes customers feel like they "won" the sale |
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Define "Sell up" |
After they succeed with selling one thing, they offer upgrades for extra |
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Define yes-yes technique |
Get the audience to respond positively to several parts of the appeal, withholding key request until last |
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What theory does the yes-yes technique work with? |
Heider's Balance theory
If they like A and like B, then they have to like C |
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Define Planting Technique |
Use five sense to open channel to audience memory [3-D rather than 2-D] |
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How is the planting technique different from sensory language? |
Sensory - - spoken description Planting - - spoken and visual |
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2nd name of IOU Technique |
Reciprocity Tactic |
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What are the two key aspects of IOU? |
Short-lived persuasion, pathos |
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Define Ad Hominem |
attacking a person rather than their position |
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What is another word for ad hominem |
Mud slinging |
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Type of Reasoning - - Ad Hominem |
Reasoning from Symptoms
Negative qualities of product, I don't want that |
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Define Ad Populum |
An idea is right because all the popular people believe it is right |
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Type of Reasoning - - Ad Populum |
Cause to Effect |
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Define Undistributed Middle |
Because a group shares some aspect with similar groups, it shares all the aspects
ie: Fraternity members are heavy drinkers |
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Model for Undistributed Middle |
A=B B=C
A=C |
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Type of Reasoning - - Undistributed middle |
Inductive Reasoning
1 specific thing + 1 specific thing = general assumption |
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Define Straw man Argument |
Distorting an opponents argument for the purpose of making it easier to object |
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Model of Straw man argument |
Person A - - Position X Person B - - Distorted position x
Person B attacks distorted position x, therefore x is flawed [If you are wrong, I am right] |
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Type of Reasoning - - Straw man |
Cause to effect |
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4 Theories of Language |
Langer's Approach to Language Semantic Approach to Language Semiotic Approach to Language Burkean Pentad |
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Define Langer's Approach to Language |
What distinguishes us from animals is our ability to use symbols and signs |
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Three parts of Langer's Approach |
Significance Conotative meaning - How we think of a word Denotative meaning - Dictionary meaning |
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Define Semantic Approach |
The language you use is based on where you are |
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Two parts of Semantic Approach |
1. Maps - our inner perception of words 2. Territory - Reality of the word meaning
If you move, the territory changes |
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Define Semiotic Approach |
Context changes the meaning of the symbol |
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Two parts of Semiotic Approach |
Signifiers and signified
Similar to metaphors - Dream interpretation |
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Define Burkean Pentad |
We try and share the substance of ourself to identify with the audience and share |
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5 verbal punches of the Burkean Pentad |
1. Agent (person acting) 2. Act (the behavior) 3. Scene (the setting) 4. Purpose (the reason for telling) 5. Agency (The method of communication) |
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Dimensions of Language |
1. Functional (noun? verb?) 2. Semantic (all possible meanings) 3. Thematic (figure of speech to show image) -Potluck -Pot of gold -Hit the pot
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Define Culture |
The values, beliefs and patterns of behavior that are trained into us from early childhood through language, myths, and tales that we hear and our observations of how those around us behave |
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Two ways to learn about culture |
1. Inculturation - born into a culture 2. Aculturation - Adapt to culture |
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3 Parts of Credibility |
1. Expertise 2. Trustworthiness 3. Dynamism (encourage admiration and respect) |
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3 Purposes of Persuasive Speech |
1. Form an attitude [Inform on new topic] 2. Change an attitude [shift along scale] 3. Change a behavior |
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3 Persuasive Appeals |
1. Ethose 2. Pathos (if audience agrees with you) 3. Logos (if audience disagrees with you) |
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3 Parts of a speech |
1. Intro 2. Body 3. Conclussion |
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4 parts of an introduction |
1. Attention getter 2. Justification [why should we listen?] 3. Thesis [Names the topic] 4. Preview |
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3 Parts of a conclusion |
1. Summary 2. Tie back 3. Call to Action [Match purpose of intro] |
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Stock Issues Checklist (5) |
S H I T S 1. Significance (widespread, long lasting) 2. Harms 3. Inherency (something in status quo that stops the solution) 4. Topicality (current problem, recent sources) 5. Solvency (It can be solved) |
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Monroe's Motivated Sequence Checklist (5) |
1. Attention 2. Need 3. Satisfaction (solutions) 4. Visualization (Audience sees how they can solve the problem) 5. Actualization (compel the audience to act) |
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Define Process Premises |
Using emotional appeals |
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Define Content Premises |
Logical appeals |
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Appeals of Process Premises |
1. Needs 2. Play on Emotions 3. Attitudes 4. Consistency |
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2 Appeals to Needs |
1. Packard's Needs 2. Maslow's Hierarchy of Needs |
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Packards Needs (8) |
-Need for emotional security -Need for reassurance of worth -Need for ego gratification -Need for creative outlets -Need for love objects -Need for roots -Need for Power -Need for immortality |
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Maslows Hierarchy (5) |
1. Basic Needs 2. Safety/Security 3. Belongingness and love 4. Esteem 5. Self Actualization |
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5 Emotions of Process Premises |
-Fear -Guilt -Anger -Pride -Happiness |
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Attitude Equation |
opinion+attitude=intent
Opinion=thoughts attitude=emotion intent=thoughts on behavior |
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Define Consistency |
A desire for balance, remove disonance ex. economic loss, loss of prestige, uncertainty |
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Two parts of Content Premises |
1. Evidence (support) 2. Reasoning (evidence) |
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Types of Evidence (5) |
1. Numbers/Statistics 2. Narratives (story about someone else) -coherence and fidelity 3. Testimony (story about yourself) 4. Anecdotes (short "for instance" story) 5. Participation/Deminstration -picture, show of hands, mental journey |
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Types of reasoning arguments (7) |
1. Cause to effect (if you do this, this will occur) 2. Effect to cause (the happened because of this) 3. Reasoning from symptoms -List of bad things that link to problem 4. Criteria to application -Link options to one solution 5. Reasoning from comparison -Give other solutions, but yours is better 6. Deductive Reasoning (broad to specific) 7. Inductive Reasoning (specific to broad) |
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3 Parts of Toulman's Model |
-Claim (argument) -Data (support) -Warrant (link, why does this happen) |
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Define Backing |
Extra warrant to solidify a claim |