COMS 322 Study Guide - Midterm Guide: Adolf Eichmann, Guttman Scale, Likert Scale

• School: Cal Poly
• Department: Communication Studies
• Course: COMS 322
• Professor: Andrea June Terry

Document Summary

Style: what word choice/how to present message to portray specific feel to audience. Is it manuscript, recorded commercial, extemporaneous delivery, impromptu, etc. Aristotle"s syllogism: three parts to a message. Major + minor premises set up for the conclusion. Ex: all men are mortal ---> socrates is a man ---> socrates is mortal. Claim: what you"re going to prove with the grounds. Warrant: reasoning you use to connect the claim to the grounds. Backing: added logic/reasoning that may be needed to convince audience and further support warrant if it"s not initially accepted. Perloff : a learned global evaluation of an object (person, place, issue) that influences. Ex: not talking about politics around dad because our views differ. Utilitarian : we develop attitudes towards things that are painful or pleasurable. Knowledge: attitude because of need for order, structure or meaning--need is present when person is in ambiguous situation. Value-expressive: people form attitudes about things because of what it says about them.