Persuasive Communication at University Of Amsterdam | Flashcards & Summaries

Lernmaterialien für Persuasive Communication an der University of Amsterdam

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Travelled from town to town to give lessons in rhetoric, paving the ay for subsequent developments in dialects and logic

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Sophists 

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Determines the effectiveness of information based on characteristics of its sender, its message, its medium, its receiver and its effect

Who says what in which channel to whom, with what effect?

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Lasswell's  model of communication

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- Provides the richest sub-list of input variables for persuasive communications

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Message factors (Input Factors)

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An evaluating response to a person, a situation, a product, an idea or an organization

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Attitude

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Approached the process of persuasion from a scholarly perspective and so is generally regarded as the founder od argumentation studies

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Aristotle

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Was interested in concepts such as truth and fairness, and in a form of justice which did not rely on trickery, manipulation or casuistry

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Plato 

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- The probability that the communication will evoke each of the twelve output steps is conditional upon the occurrence of all preceding steps

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The attenuated-effects fallacy

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- Characteristics of the perceived communicator to whom the message is attributed


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Source factors (Input Factors)

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Describes the four essential steps an advertising message should trigger: 'Attention, Interest, Desire, Action (Satisfaction)' 

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AIDA(S) model

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- Campaigns should be designed with regard for audience characteristics, including capacity variables

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Receiver factors (Input Factors)

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- Media (channels, sensory modalities) through which persuasive messages are transmitted include variables

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Channel factors (Input Factors)

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- It is common for a communication input to affect an ultimate persuasive impact in opposite directions via different mediating steps, leading to an inverted-U relationship between input and impact

- More is not always better -->  Choose the golden mean (i.e., apply input elements at an intermediate level).

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The golden mean principle

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Beispielhafte Karteikarten für deinen Persuasive Communication Kurs an der University of Amsterdam - von Kommilitonen auf StudySmarter erstellt!

Q:

Travelled from town to town to give lessons in rhetoric, paving the ay for subsequent developments in dialects and logic

A:

Sophists 

Q:

Determines the effectiveness of information based on characteristics of its sender, its message, its medium, its receiver and its effect

Who says what in which channel to whom, with what effect?

A:

Lasswell's  model of communication

Q:

- Provides the richest sub-list of input variables for persuasive communications

A:

Message factors (Input Factors)

Q:

An evaluating response to a person, a situation, a product, an idea or an organization

A:

Attitude

Q:

Approached the process of persuasion from a scholarly perspective and so is generally regarded as the founder od argumentation studies

A:

Aristotle

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Q:

Was interested in concepts such as truth and fairness, and in a form of justice which did not rely on trickery, manipulation or casuistry

A:

Plato 

Q:

- The probability that the communication will evoke each of the twelve output steps is conditional upon the occurrence of all preceding steps

A:

The attenuated-effects fallacy

Q:

- Characteristics of the perceived communicator to whom the message is attributed


A:

Source factors (Input Factors)

Q:

Describes the four essential steps an advertising message should trigger: 'Attention, Interest, Desire, Action (Satisfaction)' 

A:

AIDA(S) model

Q:

- Campaigns should be designed with regard for audience characteristics, including capacity variables

A:

Receiver factors (Input Factors)

Q:

- Media (channels, sensory modalities) through which persuasive messages are transmitted include variables

A:

Channel factors (Input Factors)

Q:

- It is common for a communication input to affect an ultimate persuasive impact in opposite directions via different mediating steps, leading to an inverted-U relationship between input and impact

- More is not always better -->  Choose the golden mean (i.e., apply input elements at an intermediate level).

A:

The golden mean principle

Persuasive Communication

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