In Chapter 2, the key concept is that “messages are designed to change attitudes and opinions, reinforce existing predispositions, and influence people to buy a product, use a service, or support a worthy cause” (Wilcox, p.35).
The Four Elements of the Process of Communication:
- a sender
- a message
- a channel
- a receiver
Abraham H. Maslow’s Hierarchy of Needs:
- Physiological needs- the minimum necessities of life
- Safety needs- protection against danger, loss and restriction
- Social needs- acceptance, belonging, friendship
- Ego needs- self-esteem, self-confidence, appreciation and respect
- Self-actualization needs- the need to grow to one’s full stature
Branding: A symbol that immediately means reliability and quality to a consumer.
- Can you recall what each symbol represents?
- McDonald’s, Nike and The Red Cross
- Symbols are recognized and help us associate a graphic with an organization
Persuasion should be based on “truthful information and the presentation of ideas in the marketplace of public discussion” (Wilcox, p.59).