1、1,The influence of message: Verbal messages,教師專業發展研究所蔡文榮老師講授2018年9月29日星期六,2,Preface前言,We uses various signs, such as voice, language, verbal, and images to compose verbal and non-verbal messages. There are several communication systems, such as interpersonal communication人際傳播, small group communicat
2、ion小眾傳播, and mass communication. We use these systems to share meanings and build relationships.Wallace Fotheringham: Only those which are well designed and have meaningful signs can be called messages.,3,Preface前言,Section 1: dealing with traditional views about verbal message from psychological fou
3、ndation.Section 2: dealing with persuasion strategies, which is the purpose of communication.Section 3: dealing with framework effects and other meanings of verbal messages. Framing helps audiences to understand meaning of message.,4,2-1 Traditional view of verbal message,The purpose of verbal messa
4、ge is to persuade target audiences in terms of cognitive, attitudinal, and behavioral change.認知/態度/行為之改變,5,2-1 Traditional view of verbal message,一、語文訊息呈現的方式The ways to present verbal messages:One-side presentation vs. two-side presentation?Hovland (1953) research on armys morale after knowing Germa
5、ns surrenderGroup1: stress on Japans ambitionGroup2: present Japans ambition & war may last longGroup3: no exposure to any war newsNo difference in attitudinal change for Group1 & Group2.Educational background influences significantly on their attitude.One-side presentation reinforce original opinio
6、n (initial attitude),6,2-1 Traditional view of verbal message,2. How to make conclusion?3. Sequence of presentation: Which goes first? Which goes last?For a given issue, the first viewpoint has a better persuasion. (Hovland, 1953),7,2-1 Traditional view of verbal message,3. Sequence of presentation:
7、 Which goes first? Which goes last?Serial-position effect:訊息提出時間影響觀眾對其記憶Primary effect初始效果：Just reviewed/received information give you the deep impressionRecency effect時近效果：Last learned/received information has best mental imageWhy? Magic 7 of your memory chunk.Just imagine icebreaking activity (in
8、a group of more than 10 members, you probably will remember the first ones and the last ones only.),8,2-1 Traditional view of verbal message,4. 重複訊息的效果Repetition of message and its effect：3-hit theory 三打理論：Present the message at least 3 time in a given time will have some impact. If variation occurs
9、 during 3-time period, the persuasion will be better.7-hit theory 七打理論：Message occurs at least 7 times1977年基督教在三台大打我找到了！運動。需視廣告的目的/需要/媒體企畫的評估而定,9,2-1 Traditional view of verbal message,二、relating theories of verbal messageInoculation theory(免疫理論) ：In a given communication, message which covers sligh
10、t attack and defense points will enhance existing cognition and position and thus will not change attitude easily.2-side message is better to get attention雙面訊息比單面訊息更易獲得注意(attention getting)1-side message is not easy to be accepted單面訊息較不易或認真的看待：明顯的過度說明Attribution theory(歸因理論)：推論動機與意圖外部/情境歸因external a
11、ttribution:個體情境導致個體行為內部/性格歸因internal attribution:個體性格導致個體行為,2-2 message and persuasion訊息與說服,The purpose of communication is mostly to persuade, or at least to make audiences believe the message is real. 2 kinds of appeals(理性&感性) :Rational appeals(理性訴求)：There are 3 assumptionsAudiences are totally ra
12、tional. Audiences have a motivation to manipulate message.Audiences are able to manipulate message.,2-2 message and persuasion訊息與說服,2 kinds of appeals(理性&感性) :Rational appeals(理性訴求)：4 features in an ad基礎性性質：功能性導向：機械論導向：邏輯性思維：Emotional appeals(感性訴求)：arousing special affection or emotional reaction so
13、 as to create psychological nearliness,2-2 message and persuasion訊息與說服,2 kinds of appeals(理性&感性) :Rational appeals(理性訴求)：Emotional appeals(感性訴求)：引發特殊感情或情緒性反應，產生心理上的接近性(nearliness) 。人類情感二大類別2 categories：Primary emotion初級：joy, acceptance, anticipation, anger, disgust, sadness, surprise, fearSecondary emotion次級：blend primary emotion:e.g. love, friendliness = joy +acceptancee.g. guilt=joy + fear,
