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argument
To argue is to produce considerations designed to support a conclusion. An argument is either the process of doing this (in which sense an argument may be heated or protracted) or the product, i.e. ...
authenticity
The condition of significant, emotionally appropriate living. Contrasted, especially in Heidegger, with inauthenticity: a state in which life, stripped of purpose and responsibility, is ...
fear appeals
A psychological and rhetorical strategy in persuasive communication such as advertising that seeks to evoke a response of fear or anxiety in the audience by showing them an undesirable outcome that ...
guilt appeals
A psychological and rhetorical strategy in persuasive communication such as advertising, classified as both emotional and negative, which seeks to arouse in the individual feelings of guilt which the ...
high and low involvement
1. The degree of cognitive effort or elaboration required on the part of the audience in relation to the form of the message. Some texts demand more active interpretation than others, even within the ...
human interest story
In journalism, an item in which the primary appeal is its focus on individuals and the details of their personal experiences, rather than its news value. Such stories typically involve an emotional ...
personalization
1. Functionality in media, especially websites, computers, and mobile phones, that allows users to specify their own display and content preferences: see also user-generated content; Web 2.0.2. A ...
persuasion
1. An attempt to induce some change in an audience's attitudes or behaviour (see also elaboration likelihood model; Yale model). One of the major communicative functions: see persuasive function.2. A ...
product-symbol format
A style of advertising that tends to feature abstract symbolic associations (e.g. with status, glamour, beauty, or health). The product is depicted within a context, though typically natural or ...
rational appeal
In persuasive communication such as advertising and political communication, rhetorical strategies based on information or argument (see also product-information format). In advertising, this ...
social acceptance appeals
In persuasive communication, particularly in advertising, a rhetorical strategy which plays on the audience's desire to gain the approval of others. It is an emotional appeal to a common personal ...
soft sell
The use of unobtrusive methods of selling as opposed to those employed in a hard sell. Implication, rather than forceful statement and relentless repetition, form the basis of a soft sell.
utilitarian appeal
(advertising) A psychological and rhetorical strategy which emphasizes the benefit of some product or service in terms of its practical functionality. This is a rational appeal rather than an ...
visual persuasion
The use of images to influence people's attitudes and/or behaviour: for instance, through meaning transfer, implied claims, emotional appeals, connotation, pictorial metaphor, and visual symbolism. ...
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