问答题英文版.docx
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问答题英文版.docx
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问答题英文版
1、theharmofdeceptiveadvertising
Deceptiveadvertising,ontheotherhandisusedtointentionallymisleadorconfuseconsumers,i.e.,arecentstudyrevealsthatthisistheworld’sbesthamburger,wheninactuality,therewasnostudytosubstantiatethisclaim.
Ifincreaseconsumption(“cooperative”effects):
Lowefficacy(功效),potentiallyfatalsideeffects
Distortsefficientallocationofresources
Maydecreaseprobabilityusemoreeffectivemethods
Ifonlycauseswitchingofbrands(“predatory/competitive”effects):
Couldcreate“lemonsmarket”inwhichhonestlyadvertised
productsdrivenoutofmarket
2、Credibility
PersuasionModelofCommunication
Persuasionhasbeenvariouslydefinedascommunicationwithaspecificpurposeandperspective.
aprocessofverbalandnonverbalcommunicationthatconsciouslyattemptstoinfluencepeopleintheirattitudes,opinionsandbehaviors
intentionalcommunicationthatseekstoinfluencepeopleonthebasisofbothemotionalpresentationsandrationalargumentswithouttheuseofcoercion,manipulationorpropaganda.
Thetoolsofpersuasionaresignsandsymbols,specificallythewordsofverbalcommunicationaswellasthesymbols,imagesandotherelementsofnonverbalcommunication.
Thecontemporaryunderstandingofpersuasioniscloselylinkedwithsocialpsychology,whichhousesthestudyofattitudesandattitudinalchange.
Aristotlestudiedandtaughtaboutpersuasivecommunication.Oneofhisenduringlegaciesisthecontinueduseofthreeconceptsofpersuasivecommunication:
ethos(thenatureandcredibilityofthespeaker),logos(rationalargumentspresentedtoanaudience)andpathos(theemotionalstateofaudiencesandtheemotionalimpactofmessages).
(1)Ethos:
PersuasionandtheMessageSource
Aristotleobserved,andcontemporaryresearchhasverified,thatpersuasionismorelikelytooccurwhentheaudiencehasapositiverelationshipwithandappreciationforthespeaker.Notethatthreecharacteristics,whileresidingwithinthespeaker,arerecognizedandgrantedbytheaudience:
Credibility、Charisma、Control.
①Credibilityisthepowertoinspirebelief.
Expertise.(correct)
Status.(experience,insight)
Competence.(calmunderpressureandisclear)
Honesty.forthesakeoftruthorthegoodoftheaudience
②Charismaisthemagneticappealorpersonalcharmthatsomemessagesourcesenjoyoveranaudience.
Familiarity.knows(orthinksitknows).
Likability.admires
Similarity.resembles
Attractiveness.physicallooks,demeanor(act)andpresence
③Controlisthethirdelementofaneffectivemessagesource.
Power.todominateandtorewardorpunish.
Authority.directtheactions
Scrutiny.topronounceblame,proclaiminnocence,andgrantforgiveness.
(2)Logos:
PersuasionbyAppealingtoReason
Inordertobeeffectivelypersuasive,communicationneedstoberooted,atleastinpart,onlogicandrationality.Herearesomecommonprinciplesoftherationalsideofpersuasivecommunication
①Typesoflogicalpropositions:
Factualpropositionprovableevidence.
Conjecture(guess)propositionphysicalevidence.
Valuepropositionthevirtue.
Policypropositionadoption.
Avoiderrorsoflogicsuchasunwarrantedconclusion(adeductionthatisnotsupportedbyevidence)orbyafalseassumption(aconclusionthattheaudiencemaynotaccept).
②Typesofverbalevidence
Analogyessentiallydifferentbutalikeinanimportantaspect.
Comparisonthecharacteristicsorvalues
Examplesrelatedexperiences,anecdotes,(hypotheticalornotliterallytrue)
Statisticsthehardevidenceofnumbers.
Testimoniesandendorsementswitnessesandpeoplewhohaveused(testimony)orareinvolvedwithitsissues(endorsements).
Visualsupportingevidenceverbalevidence(photographs,charts,graphsanddiagrams.)
(3)Pathos:
Persuasionbyappealingtosentiment
Humanbeingsarenotmerethinkingmachines.Instead,werelyheavilyonfeelings,andeffectivecommunicatorsconsiderhowtousebothpositiveandnegativefeelingsinpersuasivecommunication.Ethoshasbeendefinedastheuseofemotionalmessages,butitissignificantlymore.
①PositiveEmotionalAppeals
Loveappeals
Virtueappeals
Humorappeals
Sexappeals
②NegativeEmotionalAppeals
Fearappeals
Guiltappeals
Hateappeals
3、Thefourmechanismsofjudgment
4、fivereasonwhyconsumeruseinformation
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