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Welcome Back to Communication Graphics

Explore Hugh Rank's 1976 model of persuasive communication, focusing on the strategies of intensification and downplaying, along with their subcategories and possible courses of action. Discover how repetition, association, composition, diversion, omission, and confusion can be utilized to enhance persuasive messages.

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Welcome Back to Communication Graphics

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  1. Welcome Back to Communication Graphics

  2. Rank’s Model of Persuasion

  3. Hugh Rank • In 1976 Rank proposed two basic strategies that are common to most persuasive situations. • INTENSIFY • DOWNPLAY • Both strategies have three persuasive subcategories.

  4. Basic Terms • In Intensification, the persuader seeks to increase the significance of certain positive elements. • Downplaying is when persuaders seek to avoid calling attention to their own negative elements.

  5. Possible Courses of Action • Intensify: • Your own good points. • The weak or bad points of your competition • Downplay: • Your own bad or weak points. • Your competition’s good points.

  6. Intensify / DownplaySubcategories • Intensify • Repetition • Association • Composition • Downplay • Diversion • Omission • Confusion

  7. Intensify/Downplay Scheme

  8. Repetition • Repeat points over and over again. • For example: • jingles, recurring themes, color schemes, characters, etc.

  9. Repetition

  10. Breakfast of Champions

  11. Association • A product, cause, or candidate is linked to something or someone already liked by the audience. • Connections and Endorsements

  12. Composition • This refers to an overall visually pleasing design. Includes the layout, images, typography, etc.

  13. Diversion • This strategy shifts the attention away from another’s good points or away from one’s own bad points. • Anything that helps divert the attention.

  14. Omission • Persuaders leave out critical information to avoid highlighting their own shortcomings.

  15. Confusion • This strategy focuses on creating confusion in the audience’s mind. • This includes faulty logic, confusing design, and statements that don’t provide real answers.

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