Academic literature on the topic 'Persuasion and Signs'

Object-related and multimodal forms of persuasion. The case of “Taferln” small cardboard signs in Austrian TV election debatesAustrian TV debates are held as roundtable talks with little formal rules, in particular the use of documents and objects brought along is not prohibited. This paper deals with the persuasive use and situated history of “Taferln” small cardboard signs during the 15 one-on-one encounters produced live by the Austrian public service broadcaster ORF before the general election in 2013. The video data were coded in terms of object use, relevant sections further transcribed and evaluated in conjunction with the journalistic picture direction and camera work. The findings show that politicians employed “Taferln” in 12 broadcasts, usually to be seen in close-up on the TV screen, suggesting that “Taferln” are an established means in Austrian political discourse to argue and persuade. The qualitative analysis describes in detail how “Taferln” provide communicative benefits in the conversational situation: how “Taferln” can be used to refute statements of the counter party, how conversational roles are performatively constituted based on object use, and how affordances of the material objects are strategically exploited for persuasive action.

The article reveals the essence, purpose and content of these management methods, their objective conditionality by material and superstructure factors, the state structure of society, which can be democratic or totalitarian. It follows from this that not a single state, including the Russian Federation, is free in the choice of methods of managing the affairs of society. The main method of influencing public relations, the interaction of people is persuasion. The slogan of the classic — “We must at all costs first convince, and then compel” — remains unshakable in our days. The article provides specific signs of persuasion and administrative coercion, which make it possible to clearly distinguish them, not to oppose and not to lose, as happened in modern life with persuasion and its most important form — education.

AbstractNot all religious proselytizing is conducive to violence, yet some is, and adopts specific words, images, sounds, and other signs in order to convey its message. Defying frontiers among historical epochs, confessions, and disciplines, the essay develops a cross-cultural, trans-historical, and comparative reading of violent religious propaganda, focusing on messages and media that promote radicalization and the consequent mission to defeat the enemy disbeliever. In particular, the essay puts the current phenomenon of jihadist online propaganda into historical and comparative perspective.

AbstractThis article offers a twofold analysis of the popularity of Cherif Ousmane Madani Häidara and the Muslim association Ansar Dine (founded by Haïdara in 1983) in the contemporary Malian Islamic sphere. The author initially observed signs in southwest Mali supporting the view that Häidara was more popular than neo-Hanbali reformist tendencies. In order to frame the debate in a self-critical way, however, the author later argues and elaborates that his perception of the unmatched popularity of Häidara and Ansar Dine in Mali possibly emanates from the persuasive arousal that he experienced as a crowd-fellow during the yearly Ansar Dine ‘pilgrimage’ of Maouloud in Bamako. Through this self-ethnography based on the phenomenology of a religious movement’s gathering, the article states that experiencing popularity is about persuasion. In this sociohistoric context of rivalry measuring popularity is above all speculative due to politics, media, and sensationalism.

Always attuned to the dialectical relationship between literary productions and their sociohistorical contexts, the writings of Kenneth Burke refuse to essentialize literary discourse by making it a unique kind of language. This article maintains that Burke’s theory of literature and language as symbolic action is capable of encompassing both these intrinsic and extrinsic aspects without being reducible to either of them. Dramatism is his name for the theory, and its strength derives from its recognition of the necessarily ambiguous transaction between the system of signs and the frame of reference. Nevertheless, there is an essentializing tendency in Burke’s thought. Logology, a perspective on language that achieves fruition in The Rhetoric of Religion (1961), is symptomatic of this tendency. I argue that there is a perceptible discontinuity between the dramatistic idea that literature and language are to be considered as symbolic action and the logological idea that words about God bear a strong resemblance to words about words. Logology— words about words—discovers in theology—words about God—the perfectionism implicit in all discourse. I conclude, however, that despite his flirtation with linguistic essentialism, Burke never loses sight of the fact that words are first and foremost agents of power, that they are value-laden, ideologically motivated, and morally and emotionally weighted instruments of persuasion, performance, representation and purpose. As a form of symbolic action in the world, literature is inextricably linked to society and history—it is not a privileged form of language that exists in its own separate and autonomous sphere.

Aesthetics and persuasion: Reading the poster based on posters by Rafał Olbiński The article discusses the art of the poster: its characteristics, beginnings, development, materials, goals, interpretations, and connections with other arts. With reference to the opinions of R. Barthes, U. Eco and S. Wysłouch, the author presents the poster as a two-code text, which connects the signs of the primary verbal language with the signs of the secondary iconic system. The process of creating the meanings of a poster has also been described: the conversion of a poster’s denotative perceptional form into a connotative cultural one, and the creation of visual metaphors and symbols. Theoretical aspects have been illustrated with interpretations of posters made by Rafał Olbiński. The conclusion discusses a three-variant model of reading posters, which reflects various research perspectives concerning the signs of poster forms.

Georg Joachim Rheticus (1514-1574) was central to the development and popularization of Copernicus' heliocentric theory. He is most well known for the first published account of the theory, the Narratio Prima in 1539, and his persuasion in obtaining Copernicus' manuscript for publication, De Revolutionibus (1543). Rheticus' poem 'Concerning the Beer of Breslau and the Twelve Signs of the Zodiac', written circa 1542, sheds light on two aspects of Rheticus' early involvement with the heliocentric theory. The poem helps us understand the approach to astrology which would prove decisive in Rheticus' acceptance of the heliocentric theory and offers a glimpse into Rheticus' association with Wittenberg's controversial group of young poets. This relationship significantly injured Rheticus' career and the heliocentric theory in turn.

Political discourse involves particular lexical choices, grammatical features, rhetorical devices, and nonverbal signals. Politicians often capitalize on them in order to influence recipients’ state of mind and persuade them to share their world image. Particular persuasive strategies are used as tools to deliberately manufacture mass consent. On their part, the addressees of political discourse are not often aware of the effects of these particular discourse features in terms of audience control.This paper aims at discussing discourse analysis as a diagnostic tool for the assessment of power relations and the transmission of ideological beliefs. In the spirit of Critical Discourse Analysis and in particular Fairclough’s (1989) ten-question model, the paper proposes a multimodal analysis of Barack Obama’s Victory Speech. The study reveals that the detection of political messages (in this case, the importance of national unity) is triggered by the presence of ideologically significant lexical elements, grammatical features, rhetorical techniques, and discourse markers that function as ideological cues. Their simultaneous distribution, together with specific non-verbal markers (i.e. eye gaze and baton signs). contributes to reinforcing the proposed ideological beliefs.

One effort to increase the understanding of pregnant women about the danger signs of pregnancy is to carry out social persuasion in the form of education to improve self-efficacy of understanding the danger signs. Education can be done using a variety of media, namely visual media, audio and audio visual. This literature study aims to find out Effectiveness of Self-Efficacy towards Understanding of Pregnancy Danger Signs using Videos and Books of MCH.The design used in this study is the study of literature. The type of data used is secondary data obtained from journal database searches taken through the internet, both national and international journals. The search results obtained as many as 12 journals that are considered in accordance with the purpose of the study. The results of the literature study show that there is an effect of Self-Efficacy on Understanding of the Signs of danger of pregnancy using Video, there is an effect of Self-Efficacy of Understanding of Signs of danger of pregnancy using the MCH Handbook, and Video media is more effective than the Book of MCH. The conclusion of this literature study is The effectiveness of education delivered is affected by a variety of things, one of which is the media used. The better the media used, the easier the reception of material by respondents. Recommendations from this literature study virtue need to improve the health promotion strategy by advocacy strategy, social support strategy and community empowerment strategy

Tourism as a social phenomenon has attracted the attention of marketers throughout all stages of its development. Successful cooperation between tourism entities and customers is based on communication. The persuasive power of advertising language is very much experienced today. The same happens in relation to tourism marketing materials. In fact, in order to attract the attention of the viewers, the travel companies choose various signs to express their notion of the brand. Hence, there exist different approaches in tourism marketing to attract and convince potential tourists to book a tourism product. The present article elucidates and discusses important aspects in relation to the language of tourism and the ways of its analysis for detecting persuasive techniques that are used to allure potential tourists. In this regard, the speech impact on travel advertising is realized by convincing a potential customer of the need for service / product. When advertising a travel product, the advertiser influences the consumer, attracting various effective means to intensify his desire to purchase travel services (travel product). The paper reviews the elements of persuasive tourism marketing such as structured communication, storytelling, copywriting, neuromarketing; Cialdini’ (2001) persuasion techniques to influence people, namely, reciprocation, commitment and consistency, social proof, liking, authority, and scarcity. The article also highlights gender-targeting factors as important components in selecting an appropriate persuasive strategy when designing tourism promotional materials. The result section provides the real examples of deployment of the mentioned strategies in influencing the audience by the websites of “Karpaty” and “Solva” resorts. All these techniques form a theoretical framework for researches on persuasiveness and are worth attention as they play a main role in promotion of any kind. The data collection of this study will provide updated information in relation to rhetoric of tourism.

Este trabalho visa estudar a mudança sígnica que se opera nas marcas para uma nova produção de sentido. Tal mudança é observada no decorrer do histórico dos anúncios publicitários de mídia impressa que contemplem uma mudança no modo de divulgar a marca e seus atributos para o público. Como é feita a transição de um conceito para o outro, quais são os signos simbólicos que estão por trás da mensagem. Qual o novo apelo gerado na ressignificação marcária? Essas questões aliada a teoria semiótica (peirceana e greimasiana) nos permitirão alcançar o objetivo desse trabalho que é de entender a ressignificação das marcas e a geração de uma nova produção de sentido para persuadir o público-alvo.
This work aims to study the semiotic change which takes place in the tags for a new production of meaning. Such a change is observed throughout the history of print media advertisements that include a change in the way of disseminating the brand and its attributes to the public. How is the transition from one concept to another, which are symbolic signs behind the message. What the new call generated in reframing mark? These issues combined with semiotics (Greimas and Peirce) allow us to achieve the objective of this work is to understand the reinterpretation of the brands and the creation of a new production order to persuade the target audience.

Dissertação (mestrado)—Universidade de Brasília, Instituto de Psicologia, Departamento de Psicologia Social e do Trabalho, Programa de Pós-Graduação em Psicologia Social, do Trabalho e das Organizações, 2015.
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Uma das principais características do uso da comunicação quando se quer persuadir é o framing de mensagens para gerar mudança de comportamento. Framings - a seleção de aspectos do contexto ou de argumentos para influenciar a percepção do individuo – são veiculados diariamente, por meio de cartazes, avisos, anúncios em rádio e televisão, palestras, dizeres populares, entre outros. Quando o tema é a promoção de comportamento pró-ambiental, o uso da estratégia antecedente informacional, que operacionaliza framings em mensagens pró-ambientais, tornou-se alvo de um número considerável de pesquisas em psicologia social e ambiental. No entanto, essas mesmas mensagens comunicadas no dia-a-dia, quando formalizadas, por exemplo, em cartazes, recorrem a intuição, inspiração artística e senso comum, não a fundamentos científicos. Esta dissertação parte do pressuposto de que as mensagens pró-ambientais serão mais eficazes se forem derivadas empírica ou teoricamente, incluindo as variáveis mais influentes no comportamento em questão. Para encorajar a prática fundamentada, dois manuscritos se dirigem a problemas essenciais: a falta de descrição empírica da comunicação pró-ambiental brasileira e a necessidade de um modelo integrativo de variáveis antecedentes. No Manuscrito 1 um procedimento de categorização foi elaborado e permitiu investigar características de cartazes brasileiros, como a estratégia persuasiva (informacional, framing negativo e framing positivo), a ênfase sobre os impactos dos problemas ambientais o tipo de comportamento indicado, dentre outros. A predominância de certas características viabilizaram a discussão sobre as limitações na eficácia dos cartazes pró-ambientais brasileiros. Ao mesmo tempo, o estudo originou um sistema de categorização que pode ajudar a pesquisa e a intervenção na área.No Manuscrito 2 descreve-se a elaboração de um instrumento para verificar empiricamente um modelo integrativo de antecedentes do comportamento pró-ambiental: a teoria goal-framing. A escala identificou em dois estudos uma estrutura dimensional de goals, com boas propriedades psicométricas: situacional proximal e motivacional final. O conteúdo diferiu da previsão teórica de três goal-frames, mas demonstraram convergência com os valores supraordinais de Schwartz (auto-promoção e auto-transcendência). As possibilidades da teoria goal-framing como modelo para comportamentos pró-ambientais foram discutidas e a importância de estudos sobre a influência de goals nesse comportamento foi ressaltada. De forma geral, os manuscritos podem contribuir para o desenvolvimento científico de tentativas de promoção do comportamento pró-ambiental, que utilizam estratégias antecedentes informacionais. A descrição empírica e a elaboração de um sistema para categorização da comunicação pró-ambiental, bem como a construção de um instrumento que permita a seleção entre antecedentes intraindividuais do comportamento pró-ambiental, podem orientar a já popularizada utilização de framings.
One of the main characteristics of communication when there is a persuasive intent is the framing of messages to induce changes in behavior. Framings – the selection of situational aspects and arguments to influence individual´s perception – are popular in signs, warnings, announcements in radio and television, lectures, sayings, among others. When the topic is the promotion of pro-environmental behavior, the choice for informational antecedent strategies, which operationalize pro-environmental messages, has become the object of significant research in environmental and social psychology. However, when these messages are disseminated in daily life, formalized in signs, for example, they are based on intuition, artistry and common sense, not on a scientific basis. The underlying assumption of this dissertation is that pro-environmental messages will be more efficient when empirically or theoretically derived, including the most influent variables on the targeted behavior. To encourage a scientific practice, two manuscripts aimed at essential problems: the lack of empirical description of pro-environmental communication in Brazil, and the need for an integrative model of antecedent variables. In Manuscript 1, a procedure for categorization was elaborated and enabled the investigation of Brazilian signs´ characteristics, such as persuasive strategies (informational, negative framing, and positive framing), the emphasis on nature destruction´s impact, and the recommendation of behaviors, among others. The dominance of certain characteristics oriented a discussion about sign´s limitations in efficacy. At the same time, the study resulted in a categorization system which can help guiding research and intervention. Manuscript 2 describes the elaboration of an instrument to empirically verify an integrative model of pro-environmental behavior antecedents: the goal-framing theory. The scale identified in two studies a bidimensional goal structure, with good psychometric properties: Situational Proximal and Motivational Individual. The content differed from the theoretical prediction of three goal-frames, but demonstrated convergence to Schwartz´s higher-order values (self-promotion and self-transcendence). The possibilities of goal-framing theory as a model for pro-environmental behavior are discussed and the importance of studies aiming at goal´s influence on this behavior is highlighted. Overall, the manuscripts can contribute to scientific approches to promote pro-environmental behavior by using informational antecedent strategies. The empirical description and elaboration of an instrument that allows the selection of intraindividual antecedents of pro-environmental behavior can improve the popular and more intuitive use of framings.

Persuasion and Signs: Semiotics and Rhetoric as Complementary Disciplines The hypothesis we consider in this dissertation is that of complementarity of semiotics and rhetorics, both in symstematical and historical context. The first part deals with the late modern interpretation of the history of rhetorics, sophistry and sophistical rhetoric (showing why i tis necessary to discriminate between these terms). This is illustrated by the discussion about pragmatics and interpretation of ancient rhetoric in the anglo-saxon philosophy of the late 20th century. Topic of persuasion is considered as the main point of investigation for its being common both to rhetoric and semiotics. This is elaborated in the second part of thesis, which concentrates on the analysis of Ch. S. Peirce's late work, especially his classification of signs, semiotics as pure rhetoric, with emphasis on his concept of pragmatism. The pragmatism is the point where semiotics and rhetoric coincide. In the conclusion it is find out, that semiotics and rhetoric are complementary disciplines, at least for their specific account of the notion of sign and persuasion. Keywords Rhetoric, rhetoric, semiotics, semeiotic, sophistry, Lyotard, Vitanza, Nietzsche, Peirce, Deleuze.

碩士
國立臺灣科技大學
管理研究所
106
To persuade internet users to sign-up to use an innovative website product is the number one priority for e-Commerce companies nowadays. Although message framing effect is an established cognitive phenomenon and has been discussed in the context of e-Commerce and decision making domains. However, researches of message framing effect specifically on a sign-up button, an interface function from a website to best represent decision making are still lacking. From the perspective of persuasive technology, the present study focused on the persuasiveness of message framing effects on sign-up buttons which was assessed by attitude towards using (ATT) and behavioral intention (BI) derived from the technology acceptance model (TAM). Investigations on possible moderating influences of gender and product knowledge were also conducted at the same time. Analysis of variance (ANOVA) showed that the negatively framed message on a sign-up button had significant effects on both ATT and BI when compared to the control group and the positive group. The results also had shown that the moderating influence of low product knowledge was presented between message framing effects on ATT but not for BI. Gender on the other hand, had shown none moderating influence between message framing effects and the overall persuasiveness of a sign-up button. As a theoretical parameter overview, this study comprised representations of the persuasion and decision stages referenced from the innovation-decision process theory. This article explored the possibility of using message framing effect as a persuasive technique focusing on a single website interface function such as a sign-button. The findings provided diverse directions for future research as well as practical insights for persuasive design practitioners and professionals in the e-Commerce industry.

Contemporary Western and industrialized societies have a profusion of messages with seductive and appealing meanings. Signs and images are used in advertising. They surround us to our consumption, satisfaction, pleasure, comfort, happiness, or social success. Their meanings comprise epidictic and apodictic messages of seduction. This chapter is about techniques of persuasion and effective communication through signs and images of advertising. Following a reflexive methodology, based on a theoretical research, the main objective is to understand how these techniques are more and more improved and able to develop new visual and popular forms of life, demonstrating that seduction is all about signs and images, i.e. it is a semiosis process of being able to send messages and read them accordingly.