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ПОСОБИЕ ПО АНГЛИЙСКОМУ ЯЗЫКУ ДЛЯ СТУДЕНТОВ ГУМАНИТАРНЫХ ВУЗОВ

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13. Here are some ideas related to persuasive writing. What do you think of them? Prove your point of view.

1. Positive appeals are generally more effective than negative appeals, in terms of both retention of the message and actual compliance with it.

2. Messages presented on radio and television tend to be more persuasive than those seen in print. If the message is complex, however, better comprehension is achieved through print media.

3. The print media are more appropriate for conveying detailed, lengthy information; broadcast channels are best for presenting brief, simple ideas. Television and radio messages tend to be consumed passively, whereas the print media allow for review and contemplation.

4. Strong emotional appeals and the arousal of fear are most effective when the audience has some minimal concern about or interest in the topic.

5. Highly fear-arousing appeals are effective only when some immediate action can be taken to eliminate the threat.

6. With highly educated, sophisticated audiences, logical appeals, using facts and figures, work better than strong emotional appeals.

7. Altruistic needs, like self-interest, can be a strong motivator. Men are more willing to get physical checkups for the sake of their families than for themselves.

8. A celebrity or an attractive model is most effective when the audience has low involvement, the theme is simple, and broadcast channels are used. An exciting spokesperson attracts attention to a message that would otherwise be ignored.