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Invitational Rhetoric

The theory of Invitational Rhetoric is as the theory’s name suggest. Traditional rhetoric consciously intends to change other’s views; and with that it emanates the value of competition and control. Invitational rhetoric is not traditional insofar as the intention encourages the audience to understanding of perspectives and creates a safe environment for others to present their perspectives.

According to the chapter on Invitational Rhetoric in the book Encyclopedia of Communication Theory (2009) by Stephen Littlejohn and Karen Foss, “invitational rhetoric assumes two primary rhetorical forms: (1) offering perspectives and (2) creating…conditions that allow and encourage others to present their perspectives” (Foss & Littlejohn, p570). The speaker will introduce a perspective and offer their current understanding and knowledge of the subject. Then the second part of invitational rhetoric involves the speaker creating an atmosphere in which the audience is encouraged to share their perspectives with the speaker.

To achieve external conditions that encourages audience members to share with the speaker, the speaker must ensure safety, value, and freedom to the audience members. Safety is ensured by the rhetoric of the speaker that the audience’s perspectives with be received with respect. Value of the audience members, and their ideas, is ensured when the speaker acknowledges the importance of their worth. Value for the audience can be demonstrated in the speaker’s attentive listening, and their ability to be receptive and open. Value is also demonstrated in the individualistic approach to each unique member of the audience. And freedom is ensured as the audience maintains the power to make decisions. Freedom is maintained when the speaker accepts all matters for discussion and does not privilege their own ideas over other ideas offered. Also, when the speaker is not affected by the choice of the audience to accept or reject the perspective they offered, that constitutes freedom. The reference states:           change may be an outcome of invitational rhetoric, but change is not its  objective…it is a model… that enables rhetors to recognize situations in which they seek… to create an environment that facilitates understanding, accords value and respect to others’ perspectives (p570).

This communication theory can be applied to these linked samples: A Tumblr page, “What’s your side?” A twitter page, “Philosophy Talk”

The Tumblr page, “What’s your side?” as first glance has a very simple set-up. The page is not intimidating in anyway, and for that reason it the first impression is inviting. Its title is big and bold- “What’s your opinion?”- and provides a simple description below the title- “Everyone has an opinion”. There are no intimidating images suggesting the force of an opinion; and there are no images that are offensive that would make audience members retreat from sharing a perspective. Then, the author of the page will suggest questions for discussion, and invite followers to post questions for discussion. The author’s posts short and simple ideas; and these ideas are open-ended. Then the author proceeds to provide specific and open-ended questions for discussion. The post that embodies this theory the most is a post from September 18th, 2015, “Should adults have the right to carry a concealed handgun?” This post encouraged a reader to post “yes” with a picture, and the response of the author conveyed invitational rhetoric. The following is a screenshot of the post:

The next sample is from the Twitter page “Philosophy Talk”. The author(s) of this page suggest the perspective content of the discussions with the name of the account. So, the followers, and passing readers, know the nature of the perspective are in the philosophical arena. The invitational aspect of this feed, in-part, includes the description of the feed: Philosophy Talk is an Online Community and public radio show that questions everything…except your intelligence. The author(s)/manager of the page will post photos, and suggest for followers to “check out” another blogs; but most often they post videos. The contents of the videos they post will be discussions that have taken place, and they will ask viewers what their perspectives are on the topics discussed. Then some videos will have a single person explaining a perspective on topic, theory, or the like; and again the authors will encourage a discussion. Philosophical blogs and discussions and the most inviting for diverse perspectives, because no honest perspective is wrong and perspective is relative to the individual.

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Burke’s Pentad

The use of Burke’s Pentad, and applying pentadic criticism, addresses how and why humans use rhetoric and to what effect. Pentadic criticism is used within his theory dramatism. The theory of dramatism studies human motivation through terms derived from drama: act, agent, agency, scene, and purpose. The reading provides two assumptions of this theory. The first assumption identifies our system of symbols is what constitutes action, not motion. Action comes from motivation, but in this sense it is not biological motivation. The assumption provides that this motivation comes from symbolicity- action motivated by our system of symbols and what they mean to us. The conditions for this action to take place within the dramatism theory is: freedom of choice, purpose, and motion. The second assumption is that humans develop, present, and convey messages in the same manner a play is presented. Similar to how a play creates a certain world with characters and a situation within a setting, we use rhetoric to create situations lead by our perceptions. So, a person describing a situation indicates how that person perceives the situation, the decisions perceived available, and actions the person is likely to take. Language provides clues to motives as to why we do what we do.

Just like a play, Burke’s Pentad requires the same elements of drama: act, agent, agency, scene, and purpose. Naming what took place in the thought or deed is the act. The scene is the setting or the situation I which the act occurred. The agent is the protagonist, the person, or kind of person that performs the act. The agency is about how the act was done; so, it indicates the means, or instrument, by which the agent uses to perform the act. Finally, all of that is done for what purpose. These elements are used to describe any symbolic act.

The ad I chose from the Montana Meth Project is entitled “Family”. I will identify the elements of Burke’s pentad in the ad.

Agent- three boys. These three boys are thieves and are presented as boys who are addicted to meth.

Act- It is a 30 second ad. Three teenage looking boys, who appear happy, ring the doorbell of a peaceful house in the early evening. This is the home of a married couple with a daughter of childhood age. The wife answers the door with a greeting and very quickly the boys force their way through violently. The woman screams and is assaulted by having been choked and thrown to the floor. The husband reacts immediately and shouts “get out”. He makes his way toward the action from a room nearby. He is immediately assaulted by one boy who picks up a glass vase and breaks it over his head. That same goy shouts “hurry up” to the others. Simultaneous of the assault, the boys are grabbing things of value very quickly. The daughter then enters screaming for her father, and screaming in fear. She is told to “shut-up” by one of the boys. One boy shouts “let’s go” and all the boys exit with valuable items in their arms. A narration over the ad says, “this isn’t normal, but on meth it is”. The ad is concluded with message that reads: What do you know about meth? Ask methproject.org.

Agency- Appears to be done with surprise brute force, violence, anger, stealing, scare tactics, and desperation. Also the objects within the house that was used as weapons. Act carried out by agents because of the motivation of addiction.

Scene- Front porch and into the home. Into the home, the scene only shows as far as the foyer, living room, hallway, and a study. Looks to take place in summer time or closer to fall because the boys are wearing long sleeves. It also looks the early evening because it is still twilight outside. Looks like the home is in a quiet peaceful neighborhood. The house looks like it belongs to a middle-class or upper middle-class white family. Within the house it looks very nice with more updated appliances. The wife and husband look like they are in business/ work attire, so it can be assumed they recently arrived home from work. The boys look pale and sickly with dark circles under their eyes, red blotches and cuts on their faces. They boys also look un-bathed with dirty clothes on. Except one boy looks cleaner than the others.

Purpose- The act is intended to show how meth affected the boys in the ad. The message stated in the ad is “this isn’t normal…but on meth it is” and the campaign advocates “not even once”. The aim of this ad is to express that the actions carried out in the ad by the boys on meth will be normative of the meth user, even when it is tried once. The purpose of this ad is an anti-meth campaign; and realism, fear, and sadness is used as the motivation to achieve the purpose.

                                            References

Meth Project (CDC). (2011, February 11). Meth Project Official Ad- Family. [Video file]. Retrieved from https://youtu.be/3rhVGtMpQRE

Source: http://www.csudh.edu/ccauthen/576f12/pentadic.pdf

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Motivational Appeals- Fear -

This sample is a commercial provided by the U.S. Department of Health and Human Services and supported by the Center for Disease Control and Prevention (CDC). The commercial is titled, “Tips from Former Smokers” and it is part of the anti-smoking campaign. The ad can be targeted to those who don’t smoke, to those that do smoke, and/or to those that have a loved one that smokes. The purpose of the commercial is to motivate the receiver to be aware of the consequences of smoking. The motivational appeal in this commercial is fear- fear is the external inducement designed to increase an individual’s intrinsic motivation to quit smoking, never start smoking, or speak to a loved one who smokes about the dangers of the habit.

The commercial provides the accounts of former smokers. These ambassadors for the anti-smoking campaign have suffered significant pathophysiological complications due to their smoking, and having a throat stoma due to a laryngectomy is highlighted. Within the theory of motivational appeals, fear motivation is considered with the following concepts: danger control, fear control, and perceived efficacy.  Motivation by fear is effective when there is a danger control and response to consequences. Too much fear, or fear without a danger control, can lead to undesired responses. In the article by R. F. Soames Job (1988), Effective and Ineffective Use of Fear in Health Promotion Campaigns published by the American Journal of Public Health, it is expressed that extreme uses of fear in an advertisement may cause less persuasive behavior (Soames Job, 1988, p.3). The article goes on to provide that inappropriate use of fear as punishment, and no danger control, may cause the receiver to avoid the message because it is too uncomfortable (Soames Job, 1988, p3).

Essentially, fear that depicts consequences without a suggested response to alleviate that fear will not be successful. In the anti-smoking ad, death is not the fear being used, but having a lifelong health complication is. This idea is strategically used, because it is not as extreme as the concept of death, and poses a realistic life for smokers. The multiple ambassadors appearing in the commercial convey that this health complication has no bias and is not isolated to anyone person- it can happen to anyone. This can be attributed to fear intensity. Also, the experiences these people share provide graphic details and images of living the rest of their lives with a stoma due to a laryngectomy can be attributed to fear intensity. The concept of death is not used because it is a topic that is avoided, and seems out of reach for the receiver; but the living accounts of the people in the commercial provide plausibility- this creates real fear. According to Soames Job (1988), “the level of fear…must be relatively low, so that inappropriate responses…are not required to deal with the fear” (Soames Job, p.3). It also says achievement is obtained by focusing on physiological effects of smoking, which this sample definitely conveys. The commercial also suggests specific recommendations of what must be done to avoid the consequences. The recommendation is to quit smoking, or never start smoking; and this response is effective and feasible to avoid the danger. Additionally the ad offers a source to find out more about quitting smoking. The response to quit smoking is proven to be an effective, and immediate, health benefit (response efficacy); but the final point of efficacy relies on the receiver (the self).

                                              References

R F Soames Job (February 1988).  Effective and ineffective use of fear in health promotion campaigns. American Journal of Public Health, 78(2), pp. 163-167. doi: 10.2105/AJPH.78.2.163

Center for Disease Control and Prevention (CDC). (2012, March 15). CDC: Tips from Former Smokers- Anthem Ad. [Video file]. Retrieved from https://youtu.be/GEWky9PEroU

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ELM- Elaboration Likelihood Model

Richard Petty, John Cacioppo, and Jeff Kasmer are authors of the chapter, The Role of Affect in the Elaboration Likelihood Model of Persuasion, in the book entitled, Communication, Social Cognition, and Affect (PLE: Emotion) (2015), edited by Lewis Donohew, Troy Higgins, and Howard Sypher (Petty, Cacioppo, & Kasmer, 2015, p. 117-246). Only this chapter will be referenced from the book as it relates to the point of analysis for this media discussion. According to the authors of this chapter, the Elaboration Likelihood Model (ELM) of persuasion is a theory that defines, and utilizes, two processes to describe how attitudes form and change (Petty, Cacioppo, & Kasmer, 2015, p. 117). The authors express in this chapter, “ELM is based on the notion that people want to form correct attitudes to a communication… but there are a variety of ways in which a reasonable position may be adopted” ((Petty, Cacioppo, & Kasmer, 2015, p. 118).  A form of communication can be elaborated (meaning: thought of in-depth) by central route processing and peripheral route processing. When elaboration is low, the person being persuaded may use peripheral route processing and information is not examined as thoroughly. In peripheral route processing persuasion relies on attractiveness and source expertise; and these are considered positive or negative message cues that produce short-term attitude change. When elaboration is high, person to be persuaded is using central route processing. In central processing, the individual has the motivation and ability to assess the message cognitively, and in turn makes a reasoned decision based on central merits of whatever is being evaluated. Central route processing evokes a more permanent attitude.

Using the ELM to analyze the Aveeno print advertisement above featuring Jennifer Aniston. If the receiver of this message processing the ad with low elaboration they are using a peripheral route of processing. Jennifer Aniston is considered a peripheral cue in this example. Her celebrity status, and attractiveness, may have an effect on the attitude of the receiver to be persuaded to buy the product. Also, the receiver’s attitude can be effected by the comparison in the before and after images in the ad. Peripheral route processing would evaluate this an attractive point, and a point of expertise. The “buzz words” are considered in peripheral route processing as well. Words and phrases such as, “beautiful”, “naturals”, and “healthier looking skin”. These words and phrases are in different fonts to stand out for quick evaluation. On the other hand, if the receiver is using central route processing then the message may be evaluated quite differently. If elaboration is high then the receiver may pay more attention to the written content in the advertisement. Consider the content, “oat formula is proven to seal in moisture for healthier looking skin everyday”. This may be elaborated with the receiver’s knowledge of skin care products, or knowledge of how well oats are effective in a skin care regimen. This ad may also be evaluated by the central route processer considering the personal or charitable involvements of the celebrity ambassador; or the consciousness of the Aveeno producers in the environment, society, or other aspects that effect the receiver.

Central route processing and peripheral rout processing is a spectrum and there are many variables that effect the route of processing. The ability and motivation of the receiver are the most important variables that determine the effectiveness of persuasion. Ability of the receiver is considered in how distracted they might be, how much the person has on their mind, and knowledge. Motivation of the receiver considers pre-existing attitudes and assumptions; also personal relevance, and the general need for engagement in deeper thinking.

                                                   References

Cacioppo, J. T., Kasmer, J. A., & Petty, R. E. (2015). The Role of Affect in the Elaboration Likelihood Model of Persuasion. In L. Donohew, T. Higgins, & H. E. Sypher (Ed.), Communication, Social Cognition, and Affect (PLE: Emotion) (pp. 117–146). Hillsdale, N.J.: Psychology Press. Retrieved from: https://books.google.com/books?id=y5jlCAAAQBAJ&lpg=PA117&ots=55QipChPoi&dq=elaboration%20likelihood%20model%20advertising&lr&pg=PA117#v=onepage&q=elaboration%20likelihood%20model%20advertising&f=false

Image credit: Celebrity Fashionation (2015). Jennifer Aniston- Aveeno Active Naturals April 2013. [Advertisement]. Retrieved from: http://www.celebrityendorsementads.com/celebrity-endorsements/celebrities/jennifer-aniston/

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Ranks Model of Persuasion

Rank’s model of persuasion is named after the man who identified the model, Hugh Rank. According to the book Persuasion: Reception and Responsibility (2012) by Charles U. Larson, Rank’s model suggests that persuaders use two significant models to achieve persuasive goals, and those models are intensify and downplay (Larson, C., 2012). The implication of the model is that people will intensify, or downplay, certain aspects of their own product, policy, ideology, candidate, etc., or that of their competitors. According to Larson (2012) the persuader often uses both models of intensify and downplay. These models are implemented and achieved through any of the four strategies of action: intensify their own strong points; intensify weak points of the opposition; downplay their own weak points; and downplay the good points of the opposition. Using the intensify model the persuader will use aspects of repetition, association, and composition to compel the good or bad in a product, person, or idea. Likewise, persuaders will use omission, diversion, and confusion to downplay the good or the bad in a product, person, or idea. Larson (2012) expresses that the “goal is to help [the audience] become more critical and analytical receivers” (Larson, 2012, p. 31). Katy Perry is an ambassador for CoverGirl, and she is advertising a newer mascara released by CoverGirl called Super Sizer Mascara. Rank’s intensify model, and to a lesser extent the downplay model, can be identified in this 2015 television advertisement for CoverGirl featuring Katy Perry.

According to Larson (2012) the power of repetition is effective as desirable aspects of a product are repeated over and over again; and this is especially true for slogans or jingles (Larson, 2012, p.32). In the CoverGirl commercial the repetition tactic is being used in vocalizing the name of the product over and over, also it is notable to mention that the name of the product highlights the desirable aspect of it as well: super sizer mascara. The name “Supersize” is said seven times throughout the short ad; and the background music includes lyrics that repeats the name of the mascara five times, “Super Sizer”. Repetition is also used to intensify persuasion of the mascara with the use of its name in a rhyming scheme in the products very own poem (or slogan), “supersize your lashes, advertise your eyes; supersize your lashes, hypnotize the guys” (CoverGirl, 2015). The repetitious poem is repeated twice in the ad as well. Also, the words that are used within the advertisement’s script contain an ending that sounds like “eyes”, that can identified as repetitious. It is also noticeable that mascaras unique label, and the mascara itself, it repeatedly shown. Finally, the actual action of applying mascara was repeatedly shown, as well as frequently used up-close scenes of eyes with mascara applied to them. These scenes that emphasize mascara-applied eyelashes show Katy Perry whose eyes are obviously voluminous, or “super-sized”, as she uses all of the above mentioned repetitious words and slogan. The selling point of this mascara is that by using it the consumer will have supersized voluminous eyelashes, that is the desired effect and that is why it is repeated.

The association tactic is in 3 steps: (1) links a brand, (2) to something already liked, and (3) is then liked by the audience. Katy Perry is the first association to this product. Katy Perry is a well known artist with a large fan base, and her association to this mascara will most likely persuade many that they too like the Super Sizer Mascara; and are convinced to buy it. The commercial also associates this mascara with the ability to “advertise” and “volumize” their eyes with “dramatic volume”, and that it will also have the ability to “mesmerize” (CoverGirl, 2015). These buzz words are associated to a desirable characteristic for eyelashes, so it re-states the liking for the product. That idea is also reinforced with visual association, as Perry is applying the Super Sizer Mascara to her voluminous eyelashes. Volume for eyelashes is the desire (the like) and the visual is the association; in turn persuades the consumer. Also, Katy Perry is already associated with trendiness, uniqueness, and a larger-than-life persona, which is obviously approved of by her fan base. The words used in this ad, associate to that characteristic of Perry thus the liking for the product is reinforced. It is also worth mentioning the association between receiving attention from guys to the use of the mascara. It seems safe to say that people generally like the attention of a person whom they are attracted to, or have a romantic interest in. So, the product having this connection will make it more well-liked by perspective consumers because it has the ability to “mesmerize the guys” (CoverGirl, 2015). A few of the example expressed in these association tactics can also stretch to the composition tactic.

Composition uses the graphic layout or design of the message to emphasize good points of the product, and is usually done so by visual means. The Super Sizer Mascara commercial by CoverGirl, composes the ad in such a way that emphasizes the desired point of the mascara- full voluminous lashes. The first noticeable design of the commercial is size relativity. The setting of the ad is in a metropolitan area and Katy Perry, and advertisements for the mascara within the commercial, are much larger than everything else. This idea of composition reinforces the notion of large lashes with Super Sizer Mascara. The billboard advertisements for the Super Sizer Mascara within the commercial are also composed in relation to the slogan, and that is to emphasize the good in the product that it will “advertise your eyes”. Composition to reinforce the script and intensify the product is also used in relation to “mesmerize the guys”. The moments she says that part of the slogan she, once, mimics a seductive growl to some guys who clearly are fixated on her, and then is holding a guy in her hand. Additionally, composition is used as Perry is applying the mascara to her own eyelashes that are already “dramatic” and voluminous. It is composed that way to imply results of using the mascara. Then, later in the ad after she has applied the mascara, the scene is composed to display/ model the results of the mascara; and in this scene as Perry lists off the persuasive buzz words for the mascara- “volumize” and “mesmerize”- in the lower-left area of the commercial it reads: Katy is wearing lash inserts. In Larson’s text it states, “altering the layout… intensifies persuasive outcomes” and provides the example, “the upper-right and lower-left corners of a magazine page… [are] less likely to get…attention…eye only glances at them momentarily” (Larson, 2012, p.33).

Composition was used so that attention was not drawn to that statement.

The overall composition of the commercial emphasizes that with this mascara you will have large lashes, people will notice you because of the mascara, and that you will get the attention of guys and get a guy. The ideas to convey that are the contrast in the size of Perry to everything else; and the attention from others she receives, because of her size, implies the attention is received because of her eyelashes; and her holding the guy in her hand implies the notion of getting the guy.

                                               References Larson, C. (2012). Persuasion: Reception and responsibility. Cengage Learning.

CoverGirl. (2015, July 1). Katy Perry & CoverGirl super sizer mascara / covergirl commercial [Video file]. Retrieved from https://youtu.be/taW_SQIEeLk

Photo: Screen shot of video file to highlight point of analysis