COMM 1 Lecture Notes - Lecture 7: Snob, Psychographic
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Message strategies: use of evidence, appeals to positive emotion, appeals to negative emotion, use of storytelling, appeals to higher-order human needs. If your audience has a need for status, then you can base your strategy around status. O(cid:374)(cid:272)e (cid:455)ou get past the (cid:271)asi(cid:272) hu(cid:373)a(cid:374) (cid:374)eeds, (cid:862)higher order(cid:863) hu(cid:373)a(cid:374) (cid:374)eeds refer to fulfillment of human life. People with higher status are portrayed as better luxury items. Co(cid:374)se(cid:374)sus (cid:894)e. g. (cid:862)(cid:271)a(cid:374)d(cid:449)ago(cid:374)(cid:863) approa(cid:272)h(cid:895) you want to fit in with everyone else (cid:862)e(cid:448)er(cid:455)(cid:271)od(cid:455) has it! Wh(cid:455) do(cid:374)"t (cid:455)ou? (cid:863: appeals to broad cultural value (these are fluid, subject to change) E(cid:454): (cid:862)(cid:271)e the (cid:271)est (cid:455)ou (cid:272)a(cid:374) (cid:271)e(cid:863) this (cid:449)ill (cid:271)e effe(cid:272)ti(cid:448)e i(cid:374) i(cid:374)di(cid:448)idualist (cid:272)ultures. E(cid:454): (cid:862)li(cid:448)e the a(cid:373)eri(cid:272)a(cid:374) drea(cid:373)(cid:863) patriotism, will work around the olympics, will not work around cultures that are not feeling good about america. Credibility breaks down into 2 dimensions: expertise amount of perceived training, knowledge, experience of source (on given topic).
