The influence of message:
Verbal messages
教師專業發展研究所
蔡文榮老師講授
2017年7月31日星期一
1
Preface前言
• We uses various signs, such as voice, language,
verbal, and images to compose verbal and nonverbal messages.
• There are several communication systems, such as
interpersonal communication人際傳播, small group
communication小眾傳播, and mass communication.
We use these systems to share meanings and build
relationships.
• Wallace Fotheringham: Only those which are well
designed and have meaningful signs can be called
messages.
2
Preface前言
1. Section 1: dealing with traditional views about
verbal message from psychological foundation.
2. Section 2: dealing with persuasion strategies,
which is the purpose of communication.
3. Section 3: dealing with framework effects and
other meanings of verbal messages. Framing helps
audiences to understand meaning of message.
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2-1 Traditional view of verbal message
•
The purpose of verbal message is to persuade
target audiences in terms of cognitive, attitudinal,
and behavioral change.認知/態度/行為之改變
4
2-1 Traditional view of verbal message
一、語文訊息呈現的方式The ways to present verbal
messages:
1. One-side presentation vs. two-side presentation?
• Hovland (1953) research on army’s morale after knowing
German’s surrender
• Group1: stress on Japan’s ambition
• Group2: present Japan’s ambition & war may last long
• Group3: no exposure to any war news
No difference in attitudinal change for Group1 & Group2.
Educational background influences significantly on their attitude.
One-side presentation reinforce original opinion (initial attitude)
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2-1 Traditional view of verbal message
2. How to make conclusion?
3. Sequence of presentation: Which goes first? Which goes
last?
• For a given issue, the first viewpoint has a
better persuasion. (Hovland, 1953)
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2-1 Traditional view of verbal message
3. Sequence of presentation: Which goes first? Which goes last?
•
Serial-position effect:訊息提出時間影響觀眾對
其記憶
1. Primary effect初始效果：Just reviewed/received
information give you the deep impression
2. Recency effect時近效果：Last learned/received
information has best mental image
Why? Magic 7 of your memory chunk.
Just imagine icebreaking activity (in a group of more
than 10 members, you probably will remember the
7
first ones and the last ones only.)
2-1 Traditional view of verbal message
4. 重複訊息的效果Repetition of message and its effect：
• 3-hit theory 三打理論：Present the message at least
3 time in a given time will have some impact. If
variation occurs during 3-time period, the persuasion
will be better.
• 7-hit theory 七打理論：Message occurs at least 7
times
• 1977年基督教在三台大打「我找到了！」運動。
• 需視廣告的目的/需要/媒體企畫的評估而定
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2-1 Traditional view of verbal message
二、relating theories of verbal message
1. Inoculation theory(免疫理論) ：In a given
communication, message which covers slight
attack and defense points will enhance existing
cognition and position and thus will not change
attitude easily.
•
•
2-side message is better to get attention雙面訊息比單面訊息更
易獲得注意(attention getting)
1-side message is not easy to be accepted單面訊息較不易或認
真的看待：明顯的過度說明
2. Attribution theory(歸因理論)：推論動機與意圖
–
–
外部/情境歸因external attribution:個體情境導致個體行為
內部/性格歸因internal attribution:個體性格導致個體行為
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2-2 message and persuasion訊息與說服
•
The purpose of communication is mostly to
persuade, or at least to make audiences believe the
message is real. 2 kinds of appeals(理性&感性) :
1. Rational appeals(理性訴求)：There are 3
assumptions
1. Audiences are totally rational.
2. Audiences have a motivation to manipulate message.
3. Audiences are able to manipulate message.
2-2 message and persuasion訊息與說服
• 2 kinds of appeals(理性&感性) :
1. Rational appeals(理性訴求)：4 features in an ad
1.
2.
3.
4.
基礎性性質：
功能性導向：
機械論導向：
邏輯性思維：
2. Emotional appeals(感性訴求)：arousing special
affection or emotional reaction so as to create
psychological nearliness
2-2 message and persuasion訊息與說服
• 2 kinds of appeals(理性&感性) :
1. Rational appeals(理性訴求)：
2. Emotional appeals(感性訴求)：引發特殊感情或
情緒性反應，產生心理上的接近性(nearliness)
。人類情感二大類別2 categories：
•
•
Primary emotion初級：joy, acceptance, anticipation,
anger, disgust, sadness, surprise, fear
Secondary emotion次級：blend primary emotion:
e.g. love, friendliness = joy +acceptance
e.g. guilt=joy + fear