1. what’s in a name? don’t give your kid a weird name researchers studied 15,000 first names...
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What’s in a Name?What’s in a Name?Don’t give your kid
a weird name Researchers studied 15,000
first names given to baby boys from 1987-1991.
The more unusual the boy’s name, the more likely he was to commit a crime.
“Each 10% increase in the popularity of a name correlates with a 3.7% decrease in the number of juvenile delinquents who have that name” (Kalist & Lee, 2009, p. 47)
Why?
Names can be targets for discrimination.
Self-concept is based on reflected appraisals from others (the “looking glass” self)
People with unpopular names may come from underprivileged families or lower socio-economic groups.
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SymbolsSymbols
Symbols are arbitrary words, images, or behavior that stand for or represent something else.◦Symbols are arbitrary: The
word for “pig” could just as easily be “garp.”
◦Symbols include images (peace sign, thumbs up gesture)
◦Symbols can include behavior (rituals and rites or other symbolic action)
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Symbols, Meaning, and Symbols, Meaning, and PersuasionPersuasion
Denotative meaning◦ A word’s strict
dictionary definition◦ Animals’ names
Alligator Moose
Bison Python
Elephant Rooster
Leopard Zebra
Connotative meaning◦ Emotional associations
surrounding a word◦ References to
females/males using animal names
Bitch Fox
Chick Pig
Cougar Stud
Cow Tiger
Dog Wolf
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Ultimate TermsUltimate Terms God terms
◦ family values, progress, freedom, democracy
Devil terms◦ deadbeat dad, sexual predator,
socialist, sweatshop, gang member, racist
Charismatic terms◦ green, change, freedom,
democracy
Terms may change, evolve over time◦ political correctness, affirmative
action, liberal
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Familiar PhrasesFamiliar Phrases Famous sayings,
proverbs, and folk wisdom can facilitate persuasion.
Familiar phrases function as peripheral cues.◦ “Rome wasn’t built in a
day.”
◦ “Don’t put all your eggs in one basket.”
◦ “Money doesn’t grow on trees.”
Students heard a persuasive message that included familiar phrases.◦ Some students were
distracted while listening.
◦ Some students were not.
The distracted students were more persuaded than the ones who paid full attention (Howard, 1997).
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The Power of LabelingThe Power of Labeling
People’s names influence:◦Where they live
◦Their choice of professions
Implicit Egotismpeople favor things that they associate with themselves.
People named Dennis are more likely to become dentists.
People who live in Virginia are more likely to be named Virginia.
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The Power of LabelingThe Power of Labeling
Naming prescription drugs◦branding companies
typically earn between $50,000 and $250,000 for coming up with a unique name for a prescription drug.
◦Names that sound scientific, with an “X” or “Z” are popular. Paxil Prozac Zoloft Xanax Lexapro Nexium
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The Power of RenamingThe Power of Renaming
“progressive” versus “liberal”“death panels” versus “health insurance”“troop reduction” versus “cut and run”“peer-to-peer file sharing” versus “internet
piracy”“pre-owned” versus “used”“womyn” instead of “women”
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Sapir-Whorf HypothesisSapir-Whorf Hypothesis Language shapes the
way we think. Language can facilitate
or inhibit certain types of thinking.
More precise language enables more focused thought.
Texting versus writing
◦ Texting is fast, generic
◦ Writing is slow, nuanced
The average Joe or Jill might call a color “off-white.”
A painter or clothing designer might differentiate between subtle shades.• alabaster• antique white• bone• China• cream• eggshell• ivory• parchment
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Euphemisms & Double-Euphemisms & Double-SpeakSpeakIt sounds so much better when you put it
that way.◦ pre-owned versus used
◦ peer-to-peer file sharing versus Internet piracy
◦ gaming vs. gambling
◦ commercial sex worker vs. prostitute
◦ enhanced interrogation techniques vs. torture
◦ rendition versus kidnapping
◦ faith-based vs. religious
◦ downsizing vs. fired
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Language Intensity, Language Intensity, Vividness, and Vividness, and OffensivenessOffensivenessProfanity is rarely a
persuader’s friend.◦Profanity tends to lower
perceived credibility.◦Perceptions of profanity
are topic, audience, and situation specific.
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Political CorrectnessPolitical Correctness
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Evolving terms for African-Americans
N-word
Darkie
Colored
Negro
Black
African-American
Person of color
Bi-racial, multi-
racial
Political CorrectnessPolitical Correctness
The language of disability
◦Saying “wheel chair bound” emphasizes the disability first.
◦Saying “person with a disability,” (PWD) emphasizes the person first.
Persuaders who used empowering terms (heroic) for PWDs were perceived as more credible.
Persuaders who used pejorative terms (pathetic) were perceived as less credible.
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Language IntensityLanguage Intensity Intense language
demonstrates a source’s bias on a topic or issue.◦ National health insurance
will lead to “death panels” (Sarah Palin).
◦ “Humans have no more value than slugs” (John Daley, editor of Earth First!).
◦ People who aren’t shifting to bio-diesel fuel are “raping the planet” (Fuel: Uncovering America’s Dirty Little Secret, 2008 documentary).
Reinforcement Theory◦ Intense language facilitates
persuasion with a friendly audience.
◦ Intense language can alienate a hostile audience.
Language Expectancy Theory◦ Violations perceived positively
facilitate persuasion.
◦ Violations perceived negatively inhibit persuasion.
◦ How a violation is perceived depends on the status and reward power of the violator.
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Language IntensityLanguage Intensity
Information Processing Theory◦ Intense language
persuades via message discrepancy.
◦ A previously unthinkable position becomes more thinkable.
◦ Intense language may also backfire based on the contrast effect.
Communication Accommodation Theory◦ Persuaders who match
the language style of their audience are more effective.
◦ Intense language users prefer intense speakers.
◦ Non-intense language users prefer non-intense speakers.
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VividnessVividness
Vivid language is more memorable than pallid language.◦Colorful, picturesque
language increases attention and retention.
◦Pallid language is, well, boring.
◦Vivid language must be congruent with the message.
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Powerful LanguagePowerful Language
Powerful, assertive language is generally more persuasive.◦ “I have an important
question…”
◦ “I loved that movie.”
◦ “Let’s grab some coffee and talk.”
◦ “My skill set is a perfect fit for your company.”
Powerful language conveys confidence, credibility.
But…Powerful language
requires good arguments and evidence.
Females may need to moderate their assertiveness for male audiences.
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Powerless LanguagePowerless Language Powerless language
signifies low status, low credibility◦ This may sound like a dumb
question but…”
◦ “That was a good movie, don’t you think?”
◦ “I was kind of hoping that maybe we could get together for coffee sometime, if you want.”
◦ “Uh, so I would, really,um, like to work here,at, like, your company.”
Types of powerless language
Disclaimers
◦ You’ll probably say ‘No’ but…”
Hedges
◦ “kind of,” “sort of,” “I guess”
Hesitations
◦ “uh,” “um,” “like,” “you know”
◦ Intensifiers
◦ “Very,” “really,”
Polite forms*
◦ “If it’s okay…” “I’d appreciate it if…”
Tag questions
◦ “don’t you think?”19*Note: Some types of diplomatic
language are polite, but not powerless