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Ag Com Chapter 15
Ag Com Chapter 15 Persuasion, Persuasive Informational, Educational Campaigns
| Term | Definition |
|---|---|
| persuasion | attempting to influence or convince others to take a specific action or to reach a certain conclusion about an issue |
| information | can be neutral or can be biased, but it is generally intended to show evidence, facts, and details about something |
| persuasive communication | includes the use of strategies that are designed to create a convincing argument |
| argument strategies | persuasive strategies designed to create a convincing argument, such as a proposition-fact-evidence, common ground, and logical reasoning |
| proposition | a claim indicating your stance or position on an issue, or a proposed solution to a problem |
| facts | statements of what is known to be true in a given situation |
| evidence | any proof you have that helps you argue your main points |
| common ground | the act of taking polarizing viewpoints and showing where they agree |
| logical reasoning | a way of thinking; includes induction, deduction, and comparison |
| induction | a method of logical reasoning that is associated with the sciences; involves the writer or speaker moving from particular facts to general conclusions |
| hypothesis | the assumption or induction a scientist makes |
| deduction | when the writer or speaker moves from the general to the particular; starts with a general principle then applies the principle to a fact, and finally draws a conclusion concerning the fact |
| syllogism | a logical argument with three propositions or claims: a major premise, a minor premise, and a conclusion |
| comparison | the form of logical reasoning in which writers and speakers choose between or among best alternatives based on a set of standards or criteria |
| five-part argument | the division of a persuasive essay or speech into five parts: introduction, background, lines of argument, refuting objections, and conclusion |
| lines of argument | the claims, reasons, and supporting evidence that help make your points in the body of a speech |
| refuting objections | disproving, ruling out, and countering any potential objections before readers and listeners can think of reasons not to be persuaded |
| framing | how a message conveyed in the media provides contextual cues that can indicate to receivers how to think about what is being communicated |
| positioning | describing your subject in a way that influences how other "see" or perceive it |
| fear appeal | raise fear and anxiety in the audience of a persuasive communication |
| pro-social persuasion | when a person stands to gain something positive or be rewarded by agreeing with the persuasive argument |
| anti-social persuasion | warning people about a potential punishment or negative outcome that could result from their action or inaction |
| cognitive dissonance | the basic incompatibility of holding two or more beliefs simultaneously |
| message sidedness | the degree to which communications messages present only one side, both sides, or both sides plus an evaluation of the arguments or claims |
| message ordering | the placement of elements of the persuasive argument |
| call to action | a specific directive designed to get listeners to act on the advice of the communicator |
| false argument | a form of persuasion based on illogical or poor reasoning |
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3turnshome79
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