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Media (Appeals (Fear appeals: possible outcomes (no response, take action…
Media
Appeals
Pity and guilt: concerns over marginalization. Guilts appeals must focus on positive, image restoring appeals
Humor: captures attention, increases liking, inhibits counter arguing, social proofs (credibility diminished?)
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Fear appeals: possible outcomes (no response, take action or avoid, panic)
Effectiveness of fear depends on the Extended parallel process model: when a message arouses fear in a person, the person can respond in different ways
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Motivational appeals: "external inducements, often of an emotional nature that are designed to increase an individual's drive to undertake some course of action" p.285
→ If people agree, they will find the message more logical
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"We assume that if a lot of people are doing the same thing, they know something we don't" p.137
Attachment theory: "people develop emotional ties to specific brands" (p.285)
→ If people disagree, they will find the message more emotional