Total /50 I. Background With whom is the Ad Council partnering? What is the mission of both the Ad Council and the partnering organization? What is/are the goal(s) of the carapaign? Who is the target audience? What action does the campaign seek to persuade the audience to take? ‘Comments: Points /10 h TL. Classical Appeals (Chapter 2) Cupra’ Prermses Cehapler 4) Discuss the use of pathos, ethos, and logos in the campaign. What efforts are made (if any) to establish ‘common ground (identification)? Be sure to reference specific messages in the artifacts and your textbook. Comments: Points /10 UI. Application of a Model (Chapter 11) Select the model which you believe best describes the campaign's strategy. Be sure to reference specific examples and your textbook, Comments: Points /10 IV. Conclusion Summarize your findings and your learning as a result of your analysis. ‘Comment Points /10 v. bailar a (©2013 Cengage Leaming Al Rigs Reserved May ute eal cnne, rd woo nya, except fr a pei ina ere ibe ‘uh sein rode or ie or chev psvor-pomed Wale Tr casseoe SE,Professor Edgley Persuasive Communication 10 November 2017 Weapons in Naylor's Arsenal Thank You for Smoking centers around lobbyist for big tobacco and master persuader, Nick Naylor. During the film, the audience sees Naylor's struggle of attempting to balance his life as a lobbyist for a dangerous substance, while trying to be a good role model for his young son, Joey. As the story progresses, it is evident that Nick Naylor is the master of spin and his use of persuasive language is key to this, One of Naylor's key “weapons in his arsenal” is the use of Rank’s Model. He mainly uses downplaying the opposition's argument, with his main use being diversion. When the anti- tobacco lobbyists are always trying to bring up studies on how tobacco is harmful and he always spins it somehow to be towards his angle. The nest most common one he uses is the straw man argument. The best example of this is when one kid says to Naylor “My mommy says smoking kills”, Naylor responds asking, “well is she a doctor or a scientific researcher of some kind?” to which the child responds that she is not and Nick’s argument is won there. A Straw man argument is when you destroy the credibility of your opponent. The next is the use of omission. The fact that The Institute for Tobacco Studies is owned by Big Tobacco is never disclosed. We also discussed in class is the idea of a social movement. ‘The entire movie centers around the tobacco company’s attempts to get people to start smoking or continue smoking, using Nick as one of the main figureheads for that movement. A social movement is typically a label to designate a critical mass of people coming together to addressChapter 4 & 13 Social Scientific Approaches & Modern Media and Persuasion The Spoken Word ~ The first communication innovation in human history was the ability to speak and to symbolize, The Written Word ~The next major communication innovation was the development of the phonetic alphabet, and allowed society to develop complex sets of knowledge and systems. ‘The Printed Word - The effects of spreading this power of the printed word to more and more “average” people were immense. The Electronic Word ~ Came into being in 1844 with the invention of the telegraph, then later came the radio, then the telephone, then 2 parade of modem innovations. (computers and other digital mediums) The Interactive Word ~ interactive media speeds up messages, has higher “definition” — hot media (McLuhan) Schwartz's Perspectives Resonance and Experiential Meaning —a persuasive strategy using the recollection of past memories to connect with present day events and circumstances resulting in a harmony or a “resonance” between source, message, and receiver. The Verbal Script — the message in words that we see or hear, but more importantly it includes the emotional feelings that they evoke in the receiver. The Auditory Script — comprises the non-verbal things we hear that are not words, making up a “language” of sound—sizzles, pops, grinds, ete., that can often cue powerful, unconscious emotions. The Sight or Visual Script - Today, we see ads with little or no copy, but instead present a potentially dramatic script that is brought to life on a television screen or printed page using the resonance principle combine with a few choice words, relying instead on sights and sounds (in the case of multimedia). (Social Media) 4Schwartz, T. (1973). The responsive chord. Garden City, NY: Anchor/Doubleday. Uses and Gratifications Theory The theory focuses on how receivers use media to gratify, meet or satisfy their individual needs; and That receivers all have differing primary, secondary, and even tertiary needs for various types of information in a complex world. The four needs — Surveillance (see what is going on in the world, keep track of our environment, learn/predict trends) Curiosity [previously unknown information; some people are natural voyeurs and are interested in other’s lives - gossip, “reality” TV, news, advances, etc.) Diversion (cure for boredom) reality TV distracts from “life” Personal Identity (sim. To social learning; we learn about ourselves/identities through media ~ discover who we are, what we stand for, how to act, how not to act, ete.)Agenda Setting Theory According to this theory, the public’s agenda for what is important and needs attention includes the kinds of issues people discuss, think, and worry about. Gatekeepers decide what to focus on and what not to focus on. Further, the theory holds that this public agenda is powerfully shaped and directed by what the news media choose to highlight and report on repeatedly as well as what they choose to downplay, dismiss or ignore. Social Learning theory Society shapes/tells us what to think and do with ourselves and how to behave in given situations Cultivation theory Teaches us how we learn to prepare for future situations from what we are exposed to in the media (violence on TV = violence in the world) (Inoculation) introducing ideas that may occur in the future so that if/when they do, they are validated or discredited in relation to the original source (Strategy to prevent the receiver from accepting opposing information) (My opponent will tel! you | do not care for the people of this country because..., but} uit ~ introducing a pathogen into a healthy, receptive body Expectancy Violations Theory Our perception of people is influenced by our expectations of their behavior. Some people positively or negatively deviate from our initial perception, thus causing dissonance. Inducing fear continues to be one of the most studied tactics in persuasion research. The drive-reduction model is a more specialized version of the pleasure-pain principle—that is, = people are attracted to rewarding situations, and = seek to eliminate uncomfortable conditions. Social Judgment Theory People weigh new information against their anchors and will accept or reject based on how far from the anchor the information (perspective/ideology) resides. “Attitude scale” + The anchor is an internal reference point with which we compare other persons, issues, products, and soon that we encounter. + Every issue has an anchor at any given time. + An Important question is how these anchors are established. + Anchors, however, may be manufactured by persuaders, ELM vs HSM.Semiotic Analysis 1, Study the artifact (advertisement, poster, etc} Look carefully at its signs, its goals, iis meanings. Ask in a general sense: what is this ertifact really trying to sel? 2. Unpack the artifact: identify between four and six significant signs. 3. Perform initial analysis: For each sign, identify the signifier and signified 4. Construct initial constellation: Identify the theme (eg., wealth, beauty, authority) that is common to three or more signs. 5. Remove outliers: Narrow your constellation to three signs that most directly relate to your chosen theme, 6. Propose ideology: Drait a brief sentence that offers an attitude or advocates an action related tothe theme (eg., wealth is good, beauty requires youth, authority is necessary. Note: your ideology should not involve the product or service that being sold. You should not propose, "Microsoft is good,” for example. Revealing ideology demands that you unpack the foundational ‘theme, the unspoken truth ofthe artifact, What idea does it try to seli? What way of living in the world does it advertise? 7. Draft your body section: Organize this section around how the three signs support the ideology. In each subsection (or separate paragraph, should page length allow), relat a signiticant signifier to a signified that correlates tothe proposed ideology. Thus, an artifact that includes en American Flag (sign) might concentrate on the red stripes (signifier) that evoke courage (signified). Explain how the relationship between the three signs supports the underlying ideology. 8, Refine ideology: Limit your ideology to three words. One should be the theme and one should offer an attitude and/or action related to your chosen theme. Refine body paragraph accordingly. 9, Develop introductory paragraph: Grab the reader's attention with your first sentence. After that, consider the following questions: why was this artifact produced? What recent news story relates to this artifact? ‘Why should we learn about this artifact? Toward the end of the paragraph, preview your three signs and ‘your ideology. Be brief and specific in your forecast. 10, Develop conclusion paragraph: Summarize your three signs and ideology. Be brief and specific in your summary. Wrap up with a few sentences on implications that answer the "so what" question. Consider the following questions. So what have we leamed from this analysis? What kind of world is evoked by this ‘ideology? What does the ideology fail to reveal about ways to live in the world? Ensure that the last sentence is thought-provoking, 11, Bdit and revise: Read your paper with particular attention to flow, correctness, precision, andthe rules of spelling, grammar, and punctuation, Strive to reduce clutter and improve clarity. 12, Reread topic sentences: Do they preview the main ideas oftheir paragraphs? Exception: topic sentence can be more non-traditional. rst paragraph 13, Reread concluding sentences: Do they set up transitions to forthcoming paragraphs? Exception: Last paragraph concluding sentence can be more non-traditional 14, Evidence check: Ensure that quotations and/or paraphrases are purposeful and properly cited, Particularly effective uses of evidence include brief citations in both introductory and concluding paragraphs 15, Reality-check: Share your edited draft witha friend, loved one, and/or trusted colleague. If that person finds your writing to be well crafted and your reasoning to be sound, you're ready to submit a draft your professor.