Thesis (Ph. D.)--Michigan State University, 2004. / Includes bibliographical references (leaves 121-129).

Thesis (M.S.)--Montana State University--Bozeman, 2007. / Typescript. Chairperson, Graduate Committee: Ian M. Handley. Includes bibliographical references (leaves 51-54).

<p>My dissertation is about good arguments and why they fail to persuade. Besides being a common experience of everyday life, this is an old worry of Plato's that continues to motivate two contemporary lines of research. The first concerns what makes something a good argument, and the second concerns what a mind must be like to be moved by one. Together, these lines guide my project and divide it into two parts. Part I is about good reasons, specifically epistemic reasons. In my first chapter, I defend epistemic instrumentalism, the position that epistemic reasons are good reasons only relative to one's epistemic preferences. I acknowledge that epistemic instrumentalism opens the door to a terrible proliferation of incompatible preferences, but claim that this is merely a potential problem, and not an actual problem to be solved. In my second chapter, I discuss the nature of reasonhood, and argue, contrary to orthodoxy, that there is no compelling reason to accept the skeptic's claim that, because of the inconsistency of three very basic epistemic preferences, it is impossible for any position to be conclusively safe to hold. Part II is about immovable minds. Immovable minds are minds that are unpersuaded by good reasons. In my third chapter, I argue that for good reasons to be persuasive, the properties that make them good reasons must be identified, through habituation, with other desirable qualities like pleasure or success. Identifying the merits of good reasons with other rewards cultivates intellectual character, and intellectual character, as I argue in my final chapter, remains worth cultivating, notwithstanding situationist doubts about the existence of character and intuitionist concerns about human rationality.</p> / Dissertation

Coordenação de Aperfeiçoamento de Pessoal de Nível Superior / Com um dos objetivos de conceituar e descrever as estratégias emocionais de persuasão publicitárias, levantei bibliografia da área e publicidades contidas no meio revista brasileiro. Depois, busquei analisar se os temas mais abordados e os meios de persuasão adotados são reflexos dos valores, crenças e comportamentos da cultura hipermoderna, segundo descrição dos autores escolhidos na fundamentação teórica. Fiz um levantamento dos anúncios que remetiam a um cuidado de si veiculados nas revistas Veja, Playboy e Marie Claire em 2005 e identifiquei dois tipos de estratégias emocionais. O que foi mais utilizado fomenta o hedonismo imaginativo e busca persuadir com diferentes apelos regressivos de gratificação do consumidor. A outra estratégia, também bem utilizada, com mensagens sutis, foi a repressiva. Neste caso, busca-se motivar a compra a partir da ilusão de inclusão social, com discursos que indicam como se deve ser, sentir e agir, em sua maior parte, também infantis. Outros objetivos desta pesquisa foram analisar os possíveis efeitos às subjetividades contemporâneas do conteúdo das mensagens dos anúncios divulgados nas revistas de maior circulação no Brasil. Por último, apresento algumas sugestões de criação publicitária em que se fomente o laço social, e o respeito à alteridade e ao ecossistema. / Searching to conceptuate and describe the emotional strategies of publicity persuasions, I raised related bibliography and publicity samples found in the Brazilian magazines medium. Afterwards, I analyzed if the most approached themes and the persuasion means employed are reflexes of values, beliefs and behavior of hypermodern culture, as described by authors, quoted in theoretical foundation. I raised advertising referring to self care published in magazines such as Veja, Playboy and Marie Claire, in 2005. I identified two kinds of emotional strategies. The most used fomented imaginative hedonism, fetching persuasion with different regressive appeals of consumer gratification. The second strategy, well used on the whole, with subtle messages, was the repressive one. In this case, purchase motivation is sought after the illusion of social inclusion that recommend how someone must be, feel and act, and with grossly childish arguments. Others subjects of this research were analyzing the possible effects on contemporary subjectivities, from the contents of messages originated on advertisements published in Brazilian magazines of greater circulation. Finally, I introduce some suggestions of publicity creation, where social ties, respect towards the alterity and the ecosystem are fomented.

Coordenação de Aperfeiçoamento de Pessoal de Nível Superior / Com um dos objetivos de conceituar e descrever as estratégias emocionais de persuasão publicitárias, levantei bibliografia da área e publicidades contidas no meio revista brasileiro. Depois, busquei analisar se os temas mais abordados e os meios de persuasão adotados são reflexos dos valores, crenças e comportamentos da cultura hipermoderna, segundo descrição dos autores escolhidos na fundamentação teórica. Fiz um levantamento dos anúncios que remetiam a um cuidado de si veiculados nas revistas Veja, Playboy e Marie Claire em 2005 e identifiquei dois tipos de estratégias emocionais. O que foi mais utilizado fomenta o hedonismo imaginativo e busca persuadir com diferentes apelos regressivos de gratificação do consumidor. A outra estratégia, também bem utilizada, com mensagens sutis, foi a repressiva. Neste caso, busca-se motivar a compra a partir da ilusão de inclusão social, com discursos que indicam como se deve ser, sentir e agir, em sua maior parte, também infantis. Outros objetivos desta pesquisa foram analisar os possíveis efeitos às subjetividades contemporâneas do conteúdo das mensagens dos anúncios divulgados nas revistas de maior circulação no Brasil. Por último, apresento algumas sugestões de criação publicitária em que se fomente o laço social, e o respeito à alteridade e ao ecossistema. / Searching to conceptuate and describe the emotional strategies of publicity persuasions, I raised related bibliography and publicity samples found in the Brazilian magazines medium. Afterwards, I analyzed if the most approached themes and the persuasion means employed are reflexes of values, beliefs and behavior of hypermodern culture, as described by authors, quoted in theoretical foundation. I raised advertising referring to self care published in magazines such as Veja, Playboy and Marie Claire, in 2005. I identified two kinds of emotional strategies. The most used fomented imaginative hedonism, fetching persuasion with different regressive appeals of consumer gratification. The second strategy, well used on the whole, with subtle messages, was the repressive one. In this case, purchase motivation is sought after the illusion of social inclusion that recommend how someone must be, feel and act, and with grossly childish arguments. Others subjects of this research were analyzing the possible effects on contemporary subjectivities, from the contents of messages originated on advertisements published in Brazilian magazines of greater circulation. Finally, I introduce some suggestions of publicity creation, where social ties, respect towards the alterity and the ecosystem are fomented.

Previous literature has shown how mood influences persuasion. The aim of this study is to investigate how the persuasion and elaboration of strong and weak arguments are increased or decreased by positive and negative moods, that will be induced through distinct video selections. Participants will be asked to watch a video that incorporates specific music and dancing to induce a positive or negative mood. This study is a 2 mood induction (positive vs. negative) X 2 argument strength (strong vs. weak) design. The results of the two-way ANOVA will show that elaboration is suspected to decrease when one is in a positive mood, but increase in a negative mood. Strong arguments are expected to be more persuasive than weak arguments. Mood and dance will successfully induce positive and negative mood. Mood and argument strength will influence persuasion and elaboration. Implications for this study are expected to further research on how to use music and dance in persuasive appeals, and how mood plays a role in emotional decision-making, especially within advertisements.

Master of Science / Department of Journalism and Mass Communications / Louise Benjamin / The video news release (VNR) has been a source of controversy since its first inclusion into newscasts in the early 1980s. This third-party (not produced by a news station) public relations and marketing-friendly content, when included alongside normally produced news stories, can make it difficult for the public to discern what is news and what is not. Problems specifically arise when news operations fail to disclose to their audience the source or provider of VNR content, and prevent news consumers from evaluating the legitimacy or intent of a VNR. A 4 (source disclosure cue: audio, video, combination of the two, and none) x 2 (source agent type: biased or neutral) experiment was implemented within this study to better understand audience evaluations, post exposure to a source disclosure cue, of the credibility of a news operation that implements VNRs within their broadcast. Disclosure cues were also evaluated for their effectiveness in raising awareness to the persuasive aspects of a VNR, and the impact of differing source agent types on participants' credibility assessment of a news operation. Results demonstrated 75% of participants (n=238) failed to correctly identify the source of the VNR when a disclosure cue was given. However, the audio and video combination condition was found to instigate the most awareness to the use of VNR. Overall, disclosure of a VNR's source could not be linked to changes in participants' evaluation of a news operation's credibility, with results demonstrating uniformly average means throughout. In addition, source disclosure could not be associated to a change in participants' awareness to the persuasive context of the VNR, with similar means exhibited. Because of the lack of an overall effect concerning credibility or knowledge of persuasive content within the study, greater media transparency is needed as are more media literacy opportunities for the public to best understand and navigate today’s complicated broadcast media reality.

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Olu phando luza kuphendla ubugcisa bokusetyenziswa kwezicengo ekutshintsheni izimvo, iinkolo nokuziphatha kwabantu. Kuza kugxilwa kakhulu kwiinjongo noxinzelelo lwazo kuba zingunozala wezicengo. Kuza kugocwagocwa ‘Amaza’ kaQangule kwakunye no ‘UDike noCikizwa’ kaMmango. Apha kwezi ncwadi kuza kuhlutywa ukuba ulwimi olucengayo luyasetyenziswa ngabantu abantetho isisiXhosa, nokuba imingangatho eyinqobo (values), inkcubeko, nengqeqesho (socialization) zidlala indima enkulu kulwimi olucengayo. Isahluko sokuqala salo msebenzi siza kunika amagqabantshintshi ngolu phando. Esi sahluko siqulathe: Intshayelelo; Iingxaki zophando; Iinjongo zophando; Ukubaluleka kolu phando; Okusele kubhaliwe ngezicengo; Ingcaciso magama. Isahluko sesibini siqulathe iingcingane zolwimi olucengayo, abasunguli bazo, nemisebenzi yabo. Isahluko sesithathu siqwalasele ukusetyenziswa kwezicengo kwiincwadi ezichongiweyo. Isahluko sesine sijonge ubugcisa bokusetyenziswa kolwimi olucengayo kwizihlobo nakwiintsapho. Kwalapha, kujongwe nokusetyenziswa kolwimi oluchubekileyo ngamadoda nabafazi, igunya, umyalezo ocalanye kwakunye nokunikezela. Isahluko sesihlanu nesisesokugqibela – sishwankathela iziphumo zophando kukwanikwa neengcebiso.