2-2 message and persuasion訊息與說服
(1)Fear appeals恐懼訴求：by using threat to arouse fear so as
to persuade someone
• Something to do with death has direct influence.
(2)Humor appeals幽默訴求：attack style, sexual style,
meaningless style.
• It guarantees only lower level effect, not necessarily
attitudinal 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
of 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
communication / persuasion mode as an
input/output matrix
1. 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
•
•
•
1.
2.
•
Frame: is about the same as schema in psychology.
Piaget: Each individual has his/her cognitive structure. = schema,
schemata.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:
Assimilation(同化作用)：
Accommodation(調適作用) ：
Though you may not know its existence, your classify external
stimuli 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 蔡文榮老師講授
background history of海軍爆
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破大隊結訓, we later know what 天堂路is all about.
2-3 framing effects of verbal messages
• 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.
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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 structure
1. 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
toward information
agriculture society high context indirect, subtle
transmission
industrial societylow context direct, clear, targetidentified 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
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