COMM 3100- Final Exam Guide - Comprehensive Notes for the exam ( 60 pages long!)
Document Summary
We will receive up to 400 persuasive appeals from marketers alone in a single day. Obvious and not so obvious forms of persuasion. Word of mouth (wom) appears more genuine and authentic. Easier to analyze, adapt to one"s audience. Social media enables the use of web-tracking and sentiment tracking. One of the oldest fields of study in communications. Even the most well-funded, well-designed persuasive campaigns may fail. Artists seek to shape public opinion in and through their work. Picasso"s guernica (1937) offers a moral indictment of war. Movies can change attitudes, alter beliefs, increase awareness. Easy to misuse eg. hustlers, corrupt politicians. Persuasion is sometimes associated with manipulation, brainwashing, and deceit. Non-obvious or accidental influences:social modelling of risk behaviors in movies. Persuasion is an art and a science. Persuasion helps open closed societies and makes government more transparent. Persuasion is essential for charities and relief efforts. Persuasive campaigns are used to promote public health and safety.
