Social and Behavioral Sciences Commons^™

The Role Of Marketing Education In Reactions To Advocacy Advertising, Tobin Carlberg

University Honors Theses

The present research aims to explore whether marketing education creates a positive or negative reaction towards advocacy advertising in general. To test this, consumers with varying levels of marketing education were either interviewed or surveyed to gauge their level of persuasion knowledge, advertising appreciation, and overall reactions to advocacy advertising. Thus, a combination of qualitative (interviews) and quantitative (survey) methods were employed. Interview results suggested that those with greater marketing education held more favorable attitudes toward advocacy advertising, and survey results illustrated a strong correlation between those with more marketing education and one’s appreciation for advocacy advertising, which influenced positive …

Narrative Based Fear Appeals Manipulating Grammatical Person And Message Frame To Promote Hpv Awareness And Responsible Sexual Conduct, Jennifer Akeley Spear

Electronic Theses and Dissertations

The utility of narrative as a persuasive mechanism has been increasingly investigated in recent years especially within the context of health behaviors. Although many studies have noted the effectiveness of narrative-based persuasive appeals, conceptual inconsistencies have made it difficult to determine what specific aspects of narrative messages lead to the most effective persuasive outcomes. In the present study, 145 female college students were randomly assigned to read one of four narrative health messages about a female freshman college students experiences with the human papillomavirus (HPV). Two elements of the narrative message structure were manipulated: the message frame (gain framed vs. …

Increasing Self Reported Argumentativeness In College Level Public Speaking Students, Kim E. Long

Electronic Theses and Dissertations

Argumentativeness, or the predisposition “to advocate positions on controversial issues and to attack verbally the positions which other people take on these issues” (Infante & Rancer, 1982, p.72), has been associated with a number of positive outcomes. Research among student populations indicates that compared to people who are low in argumentativeness, people high in argumentativeness display higher ability to learn, higher self esteem, greater ability to creatively manage conflict, and higher ability to see both sides of a situation (Barden & Petty, 2008; McPherson Frantz & Seburn, 2003; Rancer, Whitecap, Kosberg, & Avtgis, 1997). Promoting argumentativeness among college students should …

The Sound Bites Of George W. Bush During The 2004 Presidential Election Examined And Unpacked, Jack Mckelvey

Theses Digitization Project

Three sound bites, Whatever it takes (55 seconds), Safer, Stronger (30 seconds), and War on Terror (30 seconds), of President George W. Bush during the presidential election of 2004 will be explored and unpacked.

Content And Form In Public Address : An Analysis Of The Relative Influences Of The Major Components Of Speech Upon The Listener, Karen Beatie Olson

University of the Pacific Theses and Dissertations

A speech; whether prepared or impromptu, ought to be a communicative process. For a speech when defined as "discourse delivered to an audience,"(1) is a communicative process by which information may be given and received. Inherent in the phrase "given and received" is the assumption that the speaker anticipates that his listener will understand and respond, and that the speech will be understood as it was intended.

The difficulty present in this "intent - response" theory is the problem of insuring that the listener will understand enough to respond to what the speaker has said. In an effort to ensure …