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