1. Course Introduction COMM 14 Persuasion in the Social Sphere

2. WHO IS JASON WRENCH?

3. 1) Where is Jason’s home town? 2) What kind of car does he drive? 3) How old is he? 4) What political party does he belong?

4. 5) What is his favorite movie? 6) What were his previous jobs? 7) What is his favorite soft drink? 8) What is his preferred religious affiliation?

5. COURSE GOALS

6. 1) Introduce theories of persuasion. 2) Apply theory to the real world. 3) Show how persuasive messages are created. 4) Discuss how persuasion should be used ethically.

7. PERSUASION IS A TOOL!!!

8. WHY STUDY PERSUASION?

9. 1) Pervasive Function

13. You see over 3,000 Advertising messages per day. - Dr. Jean Kilbourne

14. $200 Billion on Advertising 1) $250,000 to make a commercial 2) $250,000 to air a commercial 3) $1 Million to air a commercial during the Academy Awards 4) $1.5 Million to air a commercial during the Super bowl (Victoria’s Secret)

17. 2) Knowledge Function 1) Pervasive Function 3) Defensive Function 4) Debunking Function

18. UNIT ONE Communication Foundations

19. Communication Defined

20. The process by which one or more persons stimulates meaning in the mind of another by means of verbal or nonverbal messages.

21. The Communication Process: Parts of the Process

22. B. Message A. Source C. Channel D. Receiver F. Encoding E. Feedback G. Decoding H. Noise

23. Source Message Channel Receiver (Decoding) Feedback (Encoding) NOISE

24. Types of Communication

25. B. Expressive Communication A. Accidental Communication C. Rhetorical Communication

26. Rhetorical Communication The process of a source stimulating a source-selected meaning in the mind of a receiver by means of verbal and nonverbal messages.

27. Important Terms to Know

28. Informing Communicating to influence audience understanding, but not attitudes

29. Thinking Question Is it possible to have a truly informative message?

30. Persuasion The process by which a source consciously uses messages to change a receiver’s attitudes, beliefs, or values

31. Influence When we modify behavior without intent, using messages, or changing attitudes, beliefs, or values.

32. Coercion When we bring about change in attitudes or behavior in contexts in which the receiver has not choice but to comply

33. Communication Goals: Receiver Responses

34. Basic Goals For Receivers 2) Strengthen a stance 1) Understand/Forming 3) Change an attitude

35. Understanding: gaining a belief Belief: Our understanding of something. The extent to which we think something is true.

36. Attitudes A predisposition to behave in a particular way in response to something

37. Belief is our cognitive understanding of something. Attitude is our affective reaction or evaluation of something (positive, negative, or neutral evaluation of what we understand)