"Enthymeme (pronounce: en-thigh-meem) is the Greek word for a special kind of argument, arguments that rely on the knowledge, values, attitudes and experiences of the audience. An enthymeme is a partial or incomplete argument that prompts the audience to complete it with whatever the audience already knows, believes or values."
--in The Interplay of Influence, Jamieson and Campbell, 4th edition
You must know your audience well in order to persuade effectively. In this lesson, you lay out what you know about the audience and the goal and begin to determine which types of messages will be most likely to change attitudes or motivate behavior. Selecting the specific message is the central challenge for the creative team in an advertising agency. Your team needs to focus your message by completing a persuasive strategy report.
TRY THIS! ACTIVITY
The Persuasive Strategy Report
Answer the questions below to complete a persuasive strategy report.
1. Focus on the Target
- Who is the target for this message?
- What are their existing beliefs, attitudes and feelings about our specific topic?
- What are their most relevant desires, needs or goals in relation to this specific issue?
2. Setting Your Goal
- What is your specific persuasive objective?
- What we want the target to feel
- What we want the target to think
- What we want the target to know that
- What we want the target to do
3. What specific claim, emotion or idea will be emphasized to link to your persuasive goal?
4. What will be the overall impression that the target will have after seeing your message?
- What the target will say
- What the target will feel
- What the target will do