问答题英文版.docx

问答题英文版.docx

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问答题英文版

1、theharmofdeceptiveadvertising

Deceptiveadvertising,ontheotherhandisusedtointentionallymisleadorconfuseconsumers,i.e.,arecentstudyrevealsthatthisistheworld’sbesthamburger,wheninactuality,therewasnostudytosubstantiatethisclaim.

Ifincreaseconsumption（“cooperative”effects）:

Lowefficacy（功效）,potentiallyfatalsideeffects

Distortsefficientallocationofresources

Maydecreaseprobabilityusemoreeffectivemethods

Ifonlycauseswitchingofbrands（“predatory/competitive”effects）:

Couldcreate“lemonsmarket”inwhichhonestlyadvertised

productsdrivenoutofmarket

2、Credibility

PersuasionModelofCommunication

Persuasionhasbeenvariouslydefinedascommunicationwithaspecificpurposeandperspective.

aprocessofverbalandnonverbalcommunicationthatconsciouslyattemptstoinfluencepeopleintheirattitudes,opinionsandbehaviors

intentionalcommunicationthatseekstoinfluencepeopleonthebasisofbothemotionalpresentationsandrationalargumentswithouttheuseofcoercion,manipulationorpropaganda.

Thetoolsofpersuasionaresignsandsymbols,specificallythewordsofverbalcommunicationaswellasthesymbols,imagesandotherelementsofnonverbalcommunication.

Thecontemporaryunderstandingofpersuasioniscloselylinkedwithsocialpsychology,whichhousesthestudyofattitudesandattitudinalchange.

Aristotlestudiedandtaughtaboutpersuasivecommunication.Oneofhisenduringlegaciesisthecontinueduseofthreeconceptsofpersuasivecommunication:

ethos（thenatureandcredibilityofthespeaker）,logos（rationalargumentspresentedtoanaudience）andpathos（theemotionalstateofaudiencesandtheemotionalimpactofmessages）.

（1）Ethos:

PersuasionandtheMessageSource

Aristotleobserved,andcontemporaryresearchhasverified,thatpersuasionismorelikelytooccurwhentheaudiencehasapositiverelationshipwithandappreciationforthespeaker.Notethatthreecharacteristics,whileresidingwithinthespeaker,arerecognizedandgrantedbytheaudience:

Credibility、Charisma、Control.

①Credibilityisthepowertoinspirebelief.

Expertise.（correct）

Status.（experience,insight）

Competence.（calmunderpressureandisclear）

Honesty.forthesakeoftruthorthegoodoftheaudience

②Charismaisthemagneticappealorpersonalcharmthatsomemessagesourcesenjoyoveranaudience.

Familiarity.knows（orthinksitknows）.

Likability.admires

Similarity.resembles

Attractiveness.physicallooks,demeanor（act）andpresence

③Controlisthethirdelementofaneffectivemessagesource.

Power.todominateandtorewardorpunish.

Authority.directtheactions

Scrutiny.topronounceblame,proclaiminnocence,andgrantforgiveness.

（2）Logos:

PersuasionbyAppealingtoReason

Inordertobeeffectivelypersuasive,communicationneedstoberooted,atleastinpart,onlogicandrationality.Herearesomecommonprinciplesoftherationalsideofpersuasivecommunication

①Typesoflogicalpropositions:

Factualpropositionprovableevidence.

Conjecture（guess）propositionphysicalevidence.

Valuepropositionthevirtue.

Policypropositionadoption.

Avoiderrorsoflogicsuchasunwarrantedconclusion（adeductionthatisnotsupportedbyevidence）orbyafalseassumption（aconclusionthattheaudiencemaynotaccept）.

②Typesofverbalevidence

Analogyessentiallydifferentbutalikeinanimportantaspect.

Comparisonthecharacteristicsorvalues

Examplesrelatedexperiences，anecdotes,（hypotheticalornotliterallytrue）

Statisticsthehardevidenceofnumbers.

Testimoniesandendorsementswitnessesandpeoplewhohaveused（testimony）orareinvolvedwithitsissues（endorsements）.

Visualsupportingevidenceverbalevidence（photographs,charts,graphsanddiagrams.）

（3）Pathos:

Persuasionbyappealingtosentiment

Humanbeingsarenotmerethinkingmachines.Instead,werelyheavilyonfeelings,andeffectivecommunicatorsconsiderhowtousebothpositiveandnegativefeelingsinpersuasivecommunication.Ethoshasbeendefinedastheuseofemotionalmessages,butitissignificantlymore.

①PositiveEmotionalAppeals

Loveappeals

Virtueappeals

Humorappeals

Sexappeals

②NegativeEmotionalAppeals

Fearappeals

Guiltappeals

Hateappeals

3、Thefourmechanismsofjudgment

4、fivereasonwhyconsumeruseinformation