Reference no: EM132179953
Theorist Hugh Rank created a relatively simple model of persuasion. He believed that persuaders resort to two main strategies to reach their goals. Figure 10.14 illustrates Rank's model. Simply put, persuaders intensify their own strong points and the weaknesses of their opponent or a competing idea. Second, they downplay their own weak points and the strengths of their opponent or a competing idea.
Intensifying is achieved by repetition, association, and composition. Words and visual patterns of a key ingredient of a persuasive message are repeated to become memorable. Think jingles, recurring images, key phrases, or slogans—"The Ultimate Driving Machine" (BMW), for example. Association works by linking the idea or product with something that has emotional appeal; for example, attractive, youthful people in their pristine kitchen. Composition can also enhance the message by contrasting it with an opposite (e.g., a cleaning product shown to work wonders on very dirty floors or clothes).
Downplaying is achieved with omission, diversion, and confusion. Omission means leaving out information that might contradict the positive message (e.g., ignoring high purchase and maintenance costs). Diversion is a tactic to cause the audience to overlook a certain negative aspect of the product or idea—for example, by pointing out fuel economy gear in a snazzy vehicle to reduce attention to its poor gas mileage overall. Confusion is used to cover up known weaknesses in one's own argument, idea, or product. In the case of a giant gas guzzler, the persuader might emphasize performance data, racing wins, and so on, to gloss over poor buyer satisfaction and a poor safety record.
YOUR TASK Look for examples to test Rank's model. Find advertising, opinion pieces, speeches, and other persuasive messages to illustrate the intensify-downplay model. In a class discussion or an e-mail to your instructor, discuss whether it is unethical to intensify or downplay, and give examples.