 Source  Message  Channel  Receivers  Environment Why are these variables important?

 Pervasive--meaning people are looking for a meaning, even when a message is not deliberately sent  Amoral—ethically neutral  Process is neutral, the people involved provide the morality of lack of it  Agenda-advancing—meaning communication is used to influence others to think, feel, or act in certain ways

 Logos—logical appeals  “Listen to my message because it makes sense.  Pathos—emotional appeals “Listen to my message because of the feelings it evokes”  Ethos—credibility; deals with speaker’s competence and trustworthiness “Listen to my message because I am a competent and trustworthy person.”

 Logos  Be well organized  Use credible evidence  Clearly present your evidence  Use consistent arguments

 Provide specific examples and stories  Show your audience why they should care about your topic

 If you have expertise in your topic, describe it to your audience  Clearly cite the qualifications of your sources  Be well-prepared, organized, and appropriately dressed  Present your message in an honest and trustworthy fashion

  Oxfam Fair Trade Clips  ature=related ature=related   Jessica Simpson---Proactiv Advertisement    The Smile Train Ad  

 Researchers found that listeners spend a lot of mental energy carefully attending to some messages and very little processing others Central route processing—effortful scrutiny of the message Peripheral route—receivers give brief attention to the message ELM is based on the premise that those who are both motivated and able are more likely to engage in elaborative processing.