1. PERSUASION SOCIAL INFLUENCE & COMPLIANCE GAINING
Robert H. Gass & John S. Seiter

2. Chapter 7
Language

3. Language is symbolic Language involves symbol usage
The word (symbol) is not the thing (referent)
Connotative meaning; subjective feelings, emotions attached to a word
Denotative meaning; explicit dictionary definition, common usage
“My ex-boyfriend is a real weasel”
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4. ULTIMATE TERMS Richard Weaver’s 3 types of terms God terms
democracy, freedom, family values
Devil terms
deadbeat dad, thug, racist, pervert
Charismatic terms
empowerment, work smarter, not harder, transformative

5. APHORISMS Aphorisms include sayings, idioms, maxims, folk wisdom
“You’re barking up the wrong tree.”
“Dance like no one is watching.”
“The toothpaste is out of the tube.”
“A leopard can’t change its spots.”
Aphorisms are pithy, easily understood
Aphorisms are more effective with distracted listeners (peripheral cue)
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6. METAPHORS Metaphors; equate one thing with another
“The president is the captain of the ship of state.”
“Life is a rat race.”
“An education is a journey, not a destination.”
“The stock market is a roller coaster.”
Metaphors help listeners visualize comparisons
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7. The power of labeling Naming confers power
Woman, gal, chick, girl, honey
African-American, Black, Negro, person of color, n- word.
Sapir-Whorf hypothesis
Language shapes, influences thought
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8. EUPHEMISMS & DOUBLE-SPEAK
Euphemisms; “sugar coating” language
“used” car vs. “pre-owned”
“cozy” vs. “cramped”
“freedom fighter” vs. “terrorist”
“between jobs” vs. “unemployed”
Euphemisms serve as a face-saving measure
Euphemisms may also be used as evasive language

9. profanity
Profanity can decrease attraction, credibility, and persuasiveness
Profanity is becoming increasingly common, acceptable
Profanity can violate expectations negatively or positively
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10. Political correctness
Political correctness; avoiding language that is perceived as offensive by others
Audience expectations (PC vs. non PC) matter.
For persons with disabilities:
Using PC language increased perceptions of competence and trustworthiness
Non PC language increased donations to a cause
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11. Vividness and language intensity
Forceful, assertive, extreme language can facilitate persuasion
Reinforcement theory: Language intensity is persuasive if the listener agrees with the source
Language expectancy theory: positive or negative violations of language expectations can help or hinder persuasion
Information processing theory: intense language increases perceived disparity in positions

12. Powerful and powerless language
A powerful, assertive style of communication is more persuasive
hesitations: “well,” “um,” “uh”
hedges: “kind of,” “sort of,” “I guess”
intensifiers: “really,” “very”
polite forms: “If you wouldn’t mind…” “Could I please get you to…”
tag questions: “...don’t you think?” “…isn’t it?”
disclaimers: “This may sound dumb, but…” “You’ll probably think I’m crazy, but…”