CommuncationTheory
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Transcript CommuncationTheory
Source
Message
Channel
Receivers
Environment
Why are these variables important?
Pervasive--meaning
people are looking for a
meaning, even when a message is not
deliberately sent
Amoral—ethically
neutral
Process is neutral, the people involved provide
the morality of lack of it
Agenda-advancing—meaning
communication
is used to influence others to think, feel, or
act in certain ways
Logos—logical
appeals
“Listen to my message because it makes sense.
Pathos—emotional
appeals
“Listen to my message because of the feelings it
evokes”
Ethos—credibility;
deals with speaker’s
competence and trustworthiness
“Listen to my message because I am a competent
and trustworthy person.”
Logos
Be well organized
Use credible evidence
Clearly present your evidence
Use consistent arguments
Provide
specific examples and stories
Show your audience why they should care
about your topic
If
you have expertise in your topic, describe
it to your audience
Clearly cite the qualifications of your sources
Be well-prepared, organized, and
appropriately dressed
Present your message in an honest and
trustworthy fashion
Oxfam Fair Trade Clips
http://www.youtube.com/watch?v=9mgPEP8HAss&fe
ature=related
Jessica Simpson---Proactiv Advertisement
http://www.youtube.com/watch?v=wmYZQmX2Jz8
The Smile Train Ad
http://www.youtube.com/watch?v=kL4qhJhjyM4
Researchers
found that listeners spend a lot
of mental energy carefully attending to some
messages and very little processing others
Central route processing—effortful scrutiny of the
message
Peripheral route—receivers give brief attention to
the message
ELM is based on the premise that those who are
both motivated and able are more likely to
engage in elaborative processing.