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Modern Pipelines of Persuasion

Modern Pipelines of Persuasion. Stuart Ewen Chapter 9. Protocols of Persuasion. Protocols of Persuasion Ewen identifies several Protocols of Persuasion 1) Creating Circumstances 2) Calculated Simulation of Enthusiasm 3) Creation of Mood 4) Creating Impressions. Advertising?.

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Modern Pipelines of Persuasion

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  1. Modern Pipelines of Persuasion Stuart Ewen Chapter 9

  2. Protocols of Persuasion Protocols of Persuasion Ewen identifies several Protocols of Persuasion 1) Creating Circumstances 2) Calculated Simulation of Enthusiasm 3) Creation of Mood 4) Creating Impressions

  3. Advertising? Product Orientation Business Product Design Market/Consumers No Promotion

  4. Advertising? Sales Orientation Business Market/Consumers Product Design Promote/Sell

  5. Advertising? Market Orientation Business Market/Consumers Design Product Product Sells Itself

  6. Advertising? Sales Orientation Business Market/Consumers Product Design New Coke/New Taste Promote/Sell

  7. Advertising? BMW 4 Runner Market Orientation Desires MP 3/ Friendship Desires Car/ Feelings: JOY Business Market/Consumers Design Product Sells Itself

  8. Pipelines of Persuasion Media Structures: Consolidation of Ownership (176) Beginning in the 1920s, the institutional structure of the mass media began to change in the US. In the place of smaller media outlets, larger, national media corporations began to emerge. Result: The standardized of perspectives, wiped out regionalism and provincialism.

  9. Pipelines of Persuasion Media Structures: Consolidation of Ownership (176) The effects of this consolidation of ownership and standardization of the messaging can be seen most clearly in the Newspapers and Radio. Both Newspapers and Radioadvertise commercial productsand political ideas.

  10. Pipelines of Persuasion The Scientific Study of Public Opinion (181) At the same that advertising was transforming Newspapers and Radio, social scientists and other researchers began to developed sophisticated new instruments formeasuring and describingthe contours of public opinion. Rise of Social Science Surveys Though surveys had been used before, they began to be widely used in the 1930s to gauge public opinion. One particularlysignificant sub-field of polling was market research.

  11. Pipelines of Persuasion The Scientific Study of Public Opinion (181) Market Research Systematic research on consumer buying patterns and habits. Such work was pioneered by the Harvard Business School in the 1980s and the AT&T. Example: AT&T: Market Research as PR (183) ATT&T understood that measuring trends in public opinion could help them both markettheir products and shape public opinion.

  12. Pipelines of Persuasion The Scientific Study of Public Opinion: From Academia to the Business World (183) The Psychological Corporation: Its objectives was to apply “methods of behavioral psychology to the needs of American business.” New Psychology: (184) Whereas the traditional goal of psychological analysis had been to understand how people think. The goal of new psychology was to understand how people act, specifically, “what ads are most effective at getting people to buy” something.

  13. Pipelines of Persuasion Polling and Democracy (187) What are the implications of the rise of widespread polling on Democracy? Pollsters as Public Messenger

  14. Creating a Mood

  15. Clean Coal?

  16. Clean Coal? Who is America’s Power? • http://www.americaspower.org/Who-We-Are/ Who is American Coalition for Clean Coal Electricity (ACCCE)? • http://www.alcoa.com/global/en/home.asp • http://www.ge.com/ • http://www.aep.com/

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