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Summary Chapter 5-8 Designing Persuasive Text $7.37
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  3. Radboud Universiteit Nijmegen (RU)
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  5. Designing Persuasive Texts (LETCIWB267IBC2020)

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Summary Chapter 5-8 Designing Persuasive Text

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  • Course
  • Designing Persuasive Texts (LETCIWB267IBC2020)
  • Institution
  • Radboud Universiteit Nijmegen (RU)

A detailed summary of all lectures in the second semester and chapters 5-8 from the reader used in class. It defines and explains all important models and theories. All research papers that have been discussed are also summarized in detail.

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Document information

  • March 7, 2022
  • 46
  • 2021/2022
  • Summary

Subjects

  • designing persuasive texts
  • persuasion
  • elaboration likelihood model
  • explicit vs implicit

Written for

  • Radboud Universiteit Nijmegen (RU)
  • International Business Communication
  • Designing Persuasive Texts (LETCIWB267IBC2020)
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Designing Persuasive Texts - Chapter 5-8

Chapter 5 “Pragmatic argumentation & framing”

Central route/systematic processing




➪reject position
● advertisement has certain claim about product
● create arguments and counterarguments that are related to claim like mention aboth
● careful consideration/elaboration of message “thinnest notebook”
○ might come up with arguments that are in favor of claim: look at claim as
advantage then
○ but also disadvantages: the strength of the arguments will make up our
decision/ opinion about a certain product
● pragmatic argumentation: what we do to present idea in a way that highlights
advantages of particular product or attitude that we want have influence over our
target group
○ central route: stronger arguments and longer lasting than arguments we
perceive through peripheral route

Pragmatic argumentation - Examples




● targeting primary beliefs (by following 75% rule)
○ preliminary research
○ what beliefs we can(not) change
● if not doing preliminary research: ensuring value fulfilment
○ degree of value fulfilment (competing ideas)
○ position of value within the value system (e.g. car: speed, system, technology,
design = where are values in relation to value system)

Argument quality
➔ is the outcome indeed desirable? (desirability)
◆ readers distinguish strong vs. weak arguments easier/more accurately for
describability arguments
◆ rely on our values

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