Mass Communications
Applying Mass Communication Theories
What traps should communicators avoid in using fear appeals in their messages?
Fear is an emotion and messages that appeal to emotions must tread not so much lightly, but rather, quite meticulously, especially when calling upon an emotion such as fear. Successful marketing campaigns of the 21st century often use the approach of marketing more than a brand; they brand a lifestyle choice and/or a personality. (Who's wearing the trousers?, 2001) Communicators should avoid marketing lifestyles or personalities that are intensely fearful. Therefore, when communicators use fear appeals in their messages, they should avoid a lack of specificity. Fear is an irrational emotion and has the potential to spread rapidly. If communicators utilize fear appeals in their messages, they should articulate the object of fear and the quality of the fear quite specifically. Use of the ego-defensive function and the value-expressive function proves effective. (Chapter 13) The ego-defensive function acts as protection of the consumer from threats or perceptions of threats. (Chapter 13) When using fear appeals in communications for such products and services as insurance, hygiene, security systems, etc., communicators must strike a balance between use of the fear appeal that influences or causes consumers to buy, and between going overboard, inciting excessive anxiety or panic.
Communicators may choose to avoid the trap of using fear appeals in their messages at all. True, there are cases where fear acts as a great motivator and influence over behaviors, attitudes, and perceptions. Fear is not the most effective motivator and requires a great deal of effort to sustain. Though more marketers shift toward branding lifestyle or personality rather than simply a product, marketers struggle to engineer, create,...
Here, people always attribute causes to actions and happenings, with the belief that everything has an explanation only if we could look deeper enough (Changing Minds, 2011). This theory serves to show how people have very different perspectives to happenings or events in the daily lives, and these varying views can easily stray into power imbalance, prejudice and such like vices ultimately affecting the communication process. Under attribution theory, there
media equation theory and its applications. The author of this paper uses the movie The Truman Show to develop an understanding for the reader of what the Media Equation Theory is and how it can be applied to media examples such as the movie. There were six sources used to complete this paper. The paper is in MLA format. MEDIA THEORY IN PRACTICE The technological explosion of the last three decades
Skilss in Interpersonal, Group and Organizational Communications The objective of this study is to examine interpersonal communication and spoken skills. This work will examine communication skills using the theories of Pragmatic Perspective, Psychological Perspective, Social Constructionist, and social responsibility theory. Trenholm (2008) states that communication "is very important to everyone. One form of communication that occurs among individuals is known as interpersonal communication. Interpersonal communication is a term "reserved for
Business Communication Theory This work conducts an examination of five different books or articles on business communication theory and reports on each of these works. Cornelissen and Business Communication Theory The first work under review is that of Joep Cornelissen entitled "Understanding the Development nd Diffusion of Integrated Marketing Communications (IMC) A Metaphorical Perspective" reports that recently "theoretical commentaries and empirical research" regarding the conceptualization of Integrated Marketing Communications (IMC) have been concerned
Mass Communication Why are books considered "mass" media when a popular hardcover book might sell only 100,000 or 200,000 copies? Include in your discussion a definition of mass media and give examples of books that have had a significant impact on a mass audience. Books are considered mass media due to their widespread appeal rather than physical book sales. Books are unique in that the notions imbedded within them often transcend tradition
Communication: Workplace Reflective Practice Reflective practice entails constant monitoring of one's own performance in a given role while making adjustments where necessary. For any profession, reflective practice is essential since not two cases will ever be the same thus, it is critical to always remain reactive and reflective. Several studies have ascertained that reflective practice is beneficial when it comes to the delivery of client-centered services, and assist an individual
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