Message Design. Learning Objectives Be able to –Apply sender-message-channel-receiver model to campaigns.

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Presentation transcript:

Message Design

Learning Objectives Be able to –Apply sender-message-channel-receiver model to campaigns

Communication and Persuasion Matrix (Input/Output Model, McGuire,2001) Input Communication Factors Source Message Channel Receiver Destination Output Communication Factors Tuning in Attending to the communication Liking it Comprehending it Generating related cognitions Acquiring relevant skills Agree with the position Storing the position in memory Retrieval of the more position from memory when relevant Decision to act on the basis of retrieved position Acting on it Postaction cognitive integration of the behavior Proselytizing other to behave likewise

Source

Credibility Dynamism Attractiveness Power Similarity

Message: Rational v. Emotional

Message: Narrative v. Statistical

Message: Gain v. Loss

Message Characteristics Vivid Relevant Believable Understandable Actionable Novel

Channel Mass Media Direct Marketing Small Group Interpersonal

Receiver

Transcreation

The audience determines message characteristics. Conclusion

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