Advances the objectives of the organization/ sender
Message
what should they think, believe or do?
to advance organizations's messages
Reciever
Message Basics
the RAU BRA
Recieved
Attention
Understood
Believed
Remembered
Acted upon
Research
Know your audience/targeted public
Passive
Active
Audience Analysis
Source Credibility
Expert
Charismatic
Sincere
Appeal: What's in it for me?
Appeals to Self-Interest
Copy-test on audience/public
Avoid jargon the public won't understand
Message Clarity
Triggering Events
Seasonal Events
Timing and Context
Smokey the Bear
i<3NY
UPS
Symbols
Word choice and framing
Semantics
To personalize and humanize
Drama
Convey objectivity and importance
Factual
Surveys/polls
Testimonials
Endorsements
Emotional Appeals
Statistics
____ appeals are more effective than ____ appeals/
Positive, Negative
Celebrity is most effective when audience has
low involvement
____ appeals work only when immediate action can be taken
Highly fear-arousing appeals
Highly educated audiences use ___ appeal, instead of emotional
Logical
____ audiences need
lots of visuals
catchy themes or slogans
short messages only
Passive
The deliberate and systematic attempt to shape perceptions, manipulate cognitions and direct behavior to achieve a response that furthers the desired intent of the propagandist
Propaganda
plain folks
testimonial
bandwagon
card stacking
transfer
glittering
generalities
propaganda techinques
An explanation for observable phenomena
Proposition that tries to explain the observed facts related to a specific problem