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Framing, persuasion, and emotions - Research Paper Example

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The purpose of persuasive communications is to create awareness, increase message retention, and stimulate action. Notably, advertisers and health promoters…
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Framing, persuasion, and emotions
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Download file to see previous pages There has been an emphasis on the need to use gain-framed messages that promote positive behavioral changes by highlighting the potential benefits of behavior adjustments. On the other hand, many scholars have highlighted that loss-framed messages may promote the undesirable behavior. Notably, both gain-frames and loss-framed messages may contain similar information. However, different studies have revealed that gain-framed and loss-framed messages have a different capacity in persuading people.
According to Seo and Shen (2013), there are different persuasive effects of gain and loss framing. These authors recognized that gain and loss framing determined the kind of decision that individuals are interacting with the message made in the end. The researchers placed emphasis on the need for advanced research in an effort to identify the frameworks that explain the different persuasive effects of gain and loss framing. Seo and Shen also explored the need to combine visual images with a persuasive message. They highlighted that visual imagery combined with framing registers a high level of persuasion. These authors highlighted the exemplification theory is of critical importance in explaining how a mediating mechanism does exist between an image and the persuasive outcome. In addition, the authors highlighted that the duo coding theory is of critical importance in understanding how verbal and nonverbal mental systems encode information gained from the interaction with the environment. Because the verbal, mental system focuses on language and symbols, the non-verbal system gives close attention to non-symbolic types of information. For this reason, framing corresponds to the verbal system while the use of visual images corresponds to the non-verbal system. Seo and Shen also described persuasion as a process, which constitutes of numerous linked changes. For this ...Download file to see next pagesRead More
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