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    Teori-Teori Persuasi 2

    Uploaded by

    ymaharsoj
    The document discusses three techniques for persuasion: pathos, ethos, and logos. Pathos involves appealing to emotions through stories, quotes, and vivid language. Ethos establishes the speaker's credibility through personal branding, confident delivery, and citing credible sources. Logos uses logical arguments through structured speeches, references to studies and data, and comparisons. The document also examines two routes of information processing - central and peripheral. The central route involves careful consideration of arguments while the peripheral route relies more on simple cues like credibility and emotions.

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    © All Rights Reserved
    Download as PDF, TXT or read online from Scribd

    Teori-Teori Persuasi 2

    Uploaded by

    ymaharsoj
    18 views12 pages
    The document discusses three techniques for persuasion: pathos, ethos, and logos. Pathos involves appealing to emotions through stories, quotes, and vivid language. Ethos establishes the speaker's credibility through personal branding, confident delivery, and citing credible sources. Logos uses logical arguments through structured speeches, references to studies and data, and comparisons. The document also examines two routes of information processing - central and peripheral. The central route involves careful consideration of arguments while the peripheral route relies more on simple cues like credibility and emotions.

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    Teori-teori Persuasi 2

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    The document discusses three techniques for persuasion: pathos, ethos, and logos. Pathos involves appealing to emotions through stories, quotes, and vivid language. Ethos establishes the speaker's credibility through personal branding, confident delivery, and citing credible sources. Logos uses logical arguments through structured speeches, references to studies and data, and comparisons. The document also examines two routes of information processing - central and peripheral. The central route involves careful consideration of arguments while the peripheral route relies more on simple cues like credibility and emotions.

    Copyright:

    © All Rights Reserved
    Download as PDF, TXT or read online from Scribd
    Download as pdf or txt
    18 views12 pages

    Teori-Teori Persuasi 2

    Uploaded by

    ymaharsoj
    The document discusses three techniques for persuasion: pathos, ethos, and logos. Pathos involves appealing to emotions through stories, quotes, and vivid language. Ethos establishes the speaker's credibility through personal branding, confident delivery, and citing credible sources. Logos uses logical arguments through structured speeches, references to studies and data, and comparisons. The document also examines two routes of information processing - central and peripheral. The central route involves careful consideration of arguments while the peripheral route relies more on simple cues like credibility and emotions.

    Copyright:

    © All Rights Reserved
    Download as PDF, TXT or read online from Scribd
    Download as pdf or txt
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    VALENSI

    SIKAP/
    INFORMASI PENERIMA
    TINDAKAN

    BOBOT
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    MAIN TECHNIQUES:
    PATHOS •STORIES
    •INSPIRATIONAL QUOTES
    EMOTIONS/VALUES •VIVID LANGUAGE

    ETHOS LOGOS
    CREDIBILITY/TRUST LOGIC/REASON/PROOF

    MAIN TECHNIQUES: MAIN TECHNIQUES:


    •PERSONAL BRANDING •STRUCTURE OF THE SPEECH
    •CONFERENCE IN DELIVERY (OPENING/BODY/CONCLUSION)
    •CITES CREDIBLE SOURCES •REFERENCE TO STUDIES, STATISTICS, CASE STUDIES,…
    •COMPARISON, ANALOGIES, METAPHORS
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    INFORMATION ATTITUDE
    ELABORATION
    PROCESSING CHANGE

    CAREFUL DEPENDS ON
    HIGH-INVOLVEMENT UTILITIES INFORMATION,
    ARGUMENT
    PROCESSING LOGIC, RATIONAL
    THINKING QUALITY

    CENTRAL ROUTE
    •INVOLVEMENT
    COMMUNICATION ATTENTION AND MOTIVATION •DIVERSITY OF
    (SOURCE, MESSAGE, ARGUMENT
    CHANNEL)
    COMPREHENSION AND ABILITY
    •PERSONAL TENDENCY
    (TO ENJOY CRITIVAL THINKING)
    PERIPHERAL ROUTE

    NOT CAREFUL DEPENDS ON


    LOW-INVOLVEMENT SIMPLE CUES: CREDIBLITY, PRESENCE OF
    PROCESSING ATTRACTIVENESS,
    EMOTION, FEAR PERSUASIVE CUES
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