MESSAGE

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MESSAGE

• Messages generated by sources and received by
  respondents are the most observable aspect of the
  persuasive process.

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Persuasion and Semiotics

• -Semiotics is the study of the structure of all
• possible sign systems, and the role these play
• in the way we create and perceive
• patterns(meanings) in sociocultural behavior.
• In other word
• - is the study of the total realm of human signs
  and symbols.

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Persuasion and Semiotics

• Semiotics - semantics, syntactical structure
• and pragmatics
• All three directly related to persuasion.

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Persuasion and Semiotics

• SEMANTICS
• study of the relationship of signs/symbols and
  their meanings.
• Signs bear a direct correspondence to what they
  stand for (fever-sign of infection).
• Symbols are representations (chips-depends on who
  perceives it).

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Persuasion and Semiotics

• SYNTACTICS and STRUCTURE
• structural relationship between symbols.
• The batter hit the ball
• The ball hit the batter
• both sentence are well formed but the sequence
  makes a difference in meaning.
• Persuaders must link symbols in meaningful and
  compelling sequence.

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Persuasion and Semiotics

• PRAGMATICS
• the relationship of signs and symbols to their
  users.
• When a couple sign over a down payment on a
  house, their signs and symbolic activities are a
  result of a whole persuasive sales campaign
  seeking to influence them ads, impressions of
  the homes, conversation with the real estate
  agent etc.

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Content Structure of Message

• Messages can be made to be more persuasive
• by using a number of techniques.
• Drama.
• Statistics.
• Surveys polls.
• Examples.
• Testimonials.
• Mass media endorsements.
• Emotional appeals.

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Content Structure of Message

• 1. Drama
• humanizing an issue (suffering because of red
  tape), galvanize public concern (relief org)
• case study technique (appeal letters)

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Content Structure of Message

• 2. Statistics
• people are impressed by statistics.
• Numbers can convey objectivity, size and
  importance in a credible way that can influence
  public opinion.

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Content Structure of Message

• 3. Surveys and polls
• surveys conducted by independent bodies are more
  credible. (airlines/auto manufactures).
• Read the fine print.

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Content Structure of Message

• 4. Examples
• a statement of opinion can be more persuasive if
  examples are given. (school board seeking funding)

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Content Structure of Message

• 5. Testimonials
• can be either explicit or implied.
• Explicit- celebrity
• Implied- proclamations by politicians

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Content Structure of Message

• 6. Endorsements
• endorsements by third-party.
• Media endorsements come thru editorials, reviews,
  surveys and news stories.
• Eg endorsement of political candidate
  restaurant reviews.
• Media coverage bestows legitimacy and
  newsworthiness on a product/service.

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Content Structure of Message

• 7. Emotional appeals
• fund-raising letters by nonprofit groups.
• Sometimes it backfires such appeals raise ego
  defenses, and people dont like to be told that
  in some way they are responsible. So they turn
  the page and mentally refuse to acknowledge that
  they saw the advertisements.

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Content Structure of Message

• 8. Others
• Labeling- semantic tyranny. Getting the right
  label on an issue or topic is important.
  (squid/calamari) (pork/the other white meat)
• Power words- used to attract and hold the
  readers attention (free/special offer/lite/you)
  Nostalgic words (the good old days)- proven by
  Volkswagen.

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Clarity of Message

• Messages fail because audience finds it to be
  unnecessarily complex in content and language.
  Ask these questions
• 1. What do I want the audience to do with the
  message?
• 2. Will the audience understand the message?
• Asking audience to draw their own conclusion is
  good but an explicit request for action in a
  message is better.

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Limitations on effective persuasive messages

• 1. Lack of message penetration
• not everyone watches the same TV program or reads
  the same newspaper/magazine.
• Not everyone the communicator wants to reach will
  be eventually reached.
• Messages being distorted as they pass thru media
  gatekeeper.

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Limitations on effective persuasive messages

• 2. Competing Messages
• message was seen as received in a vacuum (bullet
  theory)
• But messages are filtered thru the receivers
  entire social structure and belief system.
• In addition, we receive competing and conflicting
  messages.
• Normally a person conforms to a standard set by
  family and friends.

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Limitations on effective persuasive messages

• 3. Self selection
• the people most wanted in an audience are often
  the least likely to be there.
• They are selective in the messages they want to
  hear.
• Media is more effective in reinforcing existing
  attitudes than in changing them.

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Limitations on effective persuasive messages

• 4. Self perception
• self-perception is the channel thru which
  messages are interpreted.
• People view an action by an organization as
  great contribution to the community or a
  self-serving gimmick, depending on their
  perception.

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Tutorial 6

• Analyze a persuasive message such as a TV ad
  using semiotic systems of semantics, syntactics
  and pragmatics. Do the different systems produce
  different ideas about the advertisement?