Deck 14: Appraisal of Persuasive Messages

Question 1

what is the definition of following key term
-Rhetorical criticism

Answer 1

documenting social trends, creating general understanding from a case study, producing meta-knowledge, and inviting a radical confrontation with others.

Question 2

what is the definition of following key term
-Ex post

Answer 2

after the event.

Question 3

what is the definition of following key term
-Artifact

Answer 3

object of persuasive analysis.

Question 4

what is the definition of following key term
-Ex ante

Question 5

what is the definition of following key term
-Framing

Question 6

what is the definition of following key term
-Rhetorical situation

Question 7

what is the definition of following key term
-Counter-factual question

Question 8

what is the definition of following key term
-Pragmatic evaluation

Question 9

what is the definition of following key term
-Ethical evaluation

Question 10

------------------- refers to making a persuasive appraisal of a future message to determine whether it is likely to be effective, so that you can make adjustments if needed.

A) Ex post
B) Ex ante
C) Framing
D) Defensive Purpose
E) Counter-factual question

Question 11

---------------- refers to making a persuasive appraisal of a prior message to determine whether it was effective, so that you can learn from the example.

A) Ex post
B) Ex ante
C) Framing
D) Defensive Purpose
E) Artifact

Question 12

An example of a ---------------- would be to imagine whether a speaker would have been more effective if they had selected a different conclusion.

A) Credibility
B) Message
C) Framing
D) Defensive Purpose
E) Counter-factual question

Question 13

-------------- refers to the process of managing meaning, aligning thinking and words, and choosing one meaning over another.

A) Theory of Planned Behavior
B) Pragmatic evaluation
C) Framing
D) Defensive Purpose
E) Counter-factual question

Question 14

If my goal isn't to get a final decision from my persuasion, but instead to muddy the waters to postpone a final decision, then my approach is best described as

A) Ex post
B) Ex ante
C) Framing
D) Defensive Purpose
E) Top-of-mind awareness

Question 15

We often think about--------------- in the first person, but with a persuasive appraisal we are instead asking what makes the audience inclined to believe a specific persuader.

A) Credibility
B) Immediate Purpose
C) Defensive Purpose
D) Rhetorical Situation
E) Rhetorical Criticism

Question 16

The most obvious short term goal for a persuader is their------------- , but this is not the only sort of goal that we evaluate in a persuasive appraisal.

A) Credibility
B) Immediate Purpose
C) Defensive Purpose
D) Rhetorical Situation
E) Rhetorical Criticism

Question 17

Because of the setting and audience expectations, speakers face a--------------- , which imposes constraints on what they can do if they want to succeed.

A) Credibility
B) Long-Term Purpose
C) Defensive Purpose
D) Rhetorical Situation
E) Rhetorical Criticism

Question 18

------------------- is similar to persuasive appraisal, but tends to focus on building theory and demands more distance on the part of the person evaluating.

A) Credibility
B) Top-of-mind awareness
C) Framing
D) Rhetorical Situation
E) Rhetorical Criticism

Question 19

The specific speech or commercial that you select for persuasive appraisal is known as your---------------- .

A) Artifact
B) Immediate Purpose
C) Defensive Purpose
D) Rhetorical Situation
E) Rhetorical Criticism

Question 20

This used to be about "reasoned action," but adjusted to account for situations where people don't feel they can control their behavior.

A) Theory of Planned Behavior
B) Pragmatic evaluation
C) Ethical evaluation
D) Implications
E) Long-Term Purpose

Question 21

------------------- deals primarily with explaining behavior with two variables: subjective norms and attitude toward the behavior.

A) Theory of Planned Behavior
B) Pragmatic evaluation
C) Ethical evaluation
D) Theory of Reasoned Action
E) Long-Term Purpose

Question 22

Regardless of whether a particular approach to persuasion was fair, we can appraise its effectiveness. This is known as

A) Theory of Planned Behavior.
B) Pragmatic evaluation.
C) Ethical evaluation.
D) Implications.
E) Long-Term Purpose.

Question 23

Often, advertising uses-------------- because the particular messages that are effective
For some people might be ineffective for others.

A) Theory of Planned Behavior
B) Pragmatic evaluation
C) Audience Differentiation
D) Implications
E) Long-Term Purpose

Question 24

When we complete a persuasive appraisal, we are often interested in the ------------because we want to know what to do in similar situations.

A) Theory of Planned Behavior
B) Theory of Reasoned Action
C) Ethical evaluation
D) Implications
E) Long-Term Purpose

Question 25

------------------- involves identifying specific segments of an audience to customize a specific message.

A) Audience differentiation
B) Audience refutation
C) Implications
D) Segmentation
E) Ethical evaluation

Question 26

Which of the following is NOT a reason to avoid using multiple theories in your persuasive appraisal?

A) Every additional theory reduces the depth of analysis.
B) Not all theories are compatible.
C) Many theories may have a limited scope.
D) You may not find enough literature.
E) Analysis will be replaced by footnoting instead of appraisal.

Question 27

What measurement of message effectiveness is demonstrated by the ability to recall a message that is more than a few days old?

A) audience testimony
B) reaching a large audience
C) changing attitudes
D) earning an award
E) number of viewers reached

Question 28

Which of the following is one of Bitzer's elements of a rhetorical situation?

A) location
B) when the message was given
C) type of arguments used
D) type of fallacies present
E) audience

Question 29

Looking at political polls to determine whether the audience approved of a speech assists in answering which element of a persuasive appraisal?

A) How well did the message adapt?
B) How large was the audience?
C) Was the persuasive appeal effective?
D) What were the salient characteristics of the persuasive message?
E) How well did the message adapt to the situation?

Question 30

If you pause before making a direct request of a friend to plan what is the best approach for your request, then you are using a(n)

A) ex ante appraisal
B) ex post appraisal
C) cause-effect argument
D) argument by example
E) non sequitur approach

Question 31

How many viewers might a Super Bowl ad reach?

A) 40 million
B) 60 million
C) 70 million
D) 90 million
E) 100 million

Question 32

Budweiser is well known for its advertising featuring Clydesdale horses. The horses are a recurring theme in their advertising. This is an example of what measurement of success?

A) audience testimony
B) long-term impact
C) number of viewers reached
D) audience recall
E) critical reviews

Question 33

Which database is a source for communication journals?

A) JSTOR
B) Google
C) Communication and Mass Media Complete
D) Psychological Abstracts
E) Lexis

Question 34

------------------- seeks to understand how the persuasion outcome might be different if the persuader had taken another approach.
a. Counter-factual question
b. Audience differentiation
c. Audience refutation
d. Ex ante analysis
e. Ethical evaluation

Question 35

Persuasive appraisals focus only on effects, not ethics.

Question 36

Although audience members vary, a good persuasive appraisal treats the audience as an undifferentiated mass.

Question 37

Ex ante persuasive appraisals are asking counter-factual questions.

Question 38

Theory of Planned Behavior evolved over time into Theory of Reasoned Action, once research showed subjective norms were important.

Question 39

The rhetorical situation creates constraints on what a persuader can do if their message is to remain effective.

Question 40

Top-of-mind awareness is one of the long-term purposes of advertising.

Question 41

Credibility is not limited to people; it could apply to corporations, fictions characters, and so forth.

Question 42

Rhetorical criticism is more appropriate than persuasive appraisal if the person evaluating lacks critical distance.

Question 43

Framing is important for ex ante appraisals, but not for ex post.

Question 44

Preventing post-purchase cognitive dissonance is a good example of an immediate purpose.

Question 45

What are the four primary questions that you would try to solve with a persuasive appraisal?

Question 46

Explain the rhetorical situation.

Question 47

Give an example of a subjective norm, and how it impacts persuasion.

Question 48

What are some of the challenges in making counter-factual claims? Can you ever prove a counter-factual claim? If not, what is the point of trying?

Question 49

Of the six theories listed under selection, which would be the most useful in explaining the effectiveness of a beer commercial? Why?

Question 50

What is the difference between rhetorical criticism and persuasive appraisal? Which one is more useful in your life? Why?

Question 51

Are most persuasive appraisals in your daily life ex post or

Question 52

What are some products that have achieved top-of-mind awareness through advertising?
Can you think of any products that have maintained this without running commercials recently?

Question 53

What kind of evidence would demonstrate whether a persuasive message achieved its immediate purpose?

Question 54

Beyond false or misleading statements, can you find any examples of persuasion that might be judged negatively using an ethical evaluation?