Designing Persuasive Texts - Chapter 5-8
Chapter 5 “Pragmatic argumentation & framing”
Central route/systematic processing
➪reject position
● advertisement has certain claim about product
● create arguments and counterarguments that are related to claim like mention aboth
● careful consideration/elaboration of message “thinnest notebook”
○ might come up with arguments that are in favor of claim: look at claim as
advantage then
○ but also disadvantages: the strength of the arguments will make up our
decision/ opinion about a certain product
● pragmatic argumentation: what we do to present idea in a way that highlights
advantages of particular product or attitude that we want have influence over our
target group
○ central route: stronger arguments and longer lasting than arguments we
perceive through peripheral route
Pragmatic argumentation - Examples
● targeting primary beliefs (by following 75% rule)
○ preliminary research
○ what beliefs we can(not) change
● if not doing preliminary research: ensuring value fulfilment
○ degree of value fulfilment (competing ideas)
○ position of value within the value system (e.g. car: speed, system, technology,
design = where are values in relation to value system)
Argument quality
➔ is the outcome indeed desirable? (desirability)
◆ readers distinguish strong vs. weak arguments easier/more accurately for
describability arguments
◆ rely on our values
Chapter 5 “Pragmatic argumentation & framing”
Central route/systematic processing
➪reject position
● advertisement has certain claim about product
● create arguments and counterarguments that are related to claim like mention aboth
● careful consideration/elaboration of message “thinnest notebook”
○ might come up with arguments that are in favor of claim: look at claim as
advantage then
○ but also disadvantages: the strength of the arguments will make up our
decision/ opinion about a certain product
● pragmatic argumentation: what we do to present idea in a way that highlights
advantages of particular product or attitude that we want have influence over our
target group
○ central route: stronger arguments and longer lasting than arguments we
perceive through peripheral route
Pragmatic argumentation - Examples
● targeting primary beliefs (by following 75% rule)
○ preliminary research
○ what beliefs we can(not) change
● if not doing preliminary research: ensuring value fulfilment
○ degree of value fulfilment (competing ideas)
○ position of value within the value system (e.g. car: speed, system, technology,
design = where are values in relation to value system)
Argument quality
➔ is the outcome indeed desirable? (desirability)
◆ readers distinguish strong vs. weak arguments easier/more accurately for
describability arguments
◆ rely on our values
