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2-2 message and persuasion 訊息與說服(1)Fear appeals 恐懼訴求： by using threat to arouse fear so a

s to persuade someone• Something to do with death has direct influence. (2)Humor appeals 幽默訴求： attack style, sexual style, mean

ingless style.• It guarantees only lower level effect, not necessarily attitu

dinal and/or behavioral change– Audience will feel happy when receive message.

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2-2 message and persuasion 訊息與說服(1)Fear appeals 恐懼訴求： (2)Humor appeals 幽默訴求之相關研究結論• The more humor appeals, the higher appreciation o

f its amusement toward a given program or message.

• The degree of humor improve audience’s attachment toward a given program or message.

• The higher humor stimulation of a commercial ad, the more interest and fun the audience will have. Zillmann 刺激轉移說

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2-2 message and persuasion 訊息與說服

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2-2 message and persuasion 訊息與說服• Principles for message design in promotion• p.71 (Table 2-1) : McQuail (1994) The communic

ation / persuasion mode as an input/output matrix1. Along the 12 steps of dependent variable, they are

all affected by independent variable. Each step of dependent variable is based upon its previous step.

2. The abovementioned principles must be absolutely followed in message design.

3. Audience’s favorites, needs, population’s features must be considered before design.

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2-3 framing effects of verbal messages

• Frame: is about the same as schema in psychology.• Piaget: Each individual has his/her cognitive structure. = schema, sc

hemata. 認知基模 = paradigm 典範 ( 法國心理學家的術語 ), • The development of each cognitive process has two function:1. Assimilation( 同化作用 ) ：2. Accommodation( 調適作用 ) ： • Though you may not know its existence, your classify external stim

uli through such frame/schemata/paradigm. In other words, you apply existing cognitive structure to classify. Verbal messages in a news report often directly shape audience’s cognitive frames toward a given event. Through title, header, debriefing, and direct citation, high-level meaning is presented. Main structure is composed of each proposition( 命題 ), and thus constructs a meaningful theme.

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2-3 framing effects of verbal messages• See p.74 「海軍爆破大隊結訓、天堂路考驗」• 海軍爆破大隊結訓 is a complete proposition. When

an audience receives this message, he will be able to know and judge this event according to his previous schema.

• 天堂路考驗 is also a proposition, a newer conceptual structure, and thus need to be explained/checked from a lower cognitive structure, so that he may form a new cognitive structure. Van Dijk called it “news schema” 新聞基模

• By understanding the background history of 海軍爆破大隊結訓 , we later know what 天堂路 is all about.

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• Some messages have their own fixed patterns and thus direct audiences’ judgment and cognition toward a given event.

• The paradigm of protest news( 抗議新聞典範 ): The report of social protest will often create framing effect in audiences. 社會抗議事件的報導往往對閱聽人產生框架效果。 It includes:– Story structure

– Source of news

– Feedback of public opinions

Such frames lead/direct journalists how to integrate facts, cite other events, and put such frames onto news report, and thus dominate how audience interpret a news event.

2-3 framing effects of verbal messages

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2-4 Extended meaning of verbal messages

• Verbal messages shape the reality of human life ：1. 描述 description ： It describes object, event, people and

action. Verbal messages constraint or extend our human cognition.

2. 分類 categorization ： the definitions of your verbal message create labelization and implication

3. 區別 distinction ： Distinction the differences of idea/concepts

4. 評價 evaluation ： Place value judgment upon a given event/people/issue

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2-4 Extended meaning of verbal messages

• Formation and limitation of the meaning of verbal message

1. Internal limitation ： word, grammatical structure, punctuation, etc.

2. External limitation ： It refers to surrounding environment, which means you need to get your message fit in societal approval

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2-4 Extended meaning of verbal messages• Verbal message and social structure1. With gender ： (Tannen, 1990)

Male 報告式 / 公開演說式 / 告誡 / 說服 / 修正接收者。

Female 提問、鼓勵、證明及支持的方式來傳遞訊息2. With societal context ： social members have consensus t

oward informationagriculture society high context indirect, subtle transmissionindustrial societylow context direct, clear, target-identified transmission

3. With religion ： maintain and promote believers, has something to do with audience’s emotion. 大環境安全舒適多思考判斷宗教的訊息，大環境不安時產生延展 /同理作用、易接受宗教訊息