self interest, event (dennis miller after 9/11 he switched from liberal left to yay war)
opinion leaders
- formal - Barack Obama - his job to be an opinion leader
- informal - mom- "trust agents"
Identification Principle
"State your message in terms of how it affects your audience"
Harold Laswell
8 different appeals
power, respect, well being, desire for affection, money, skill, enlightenment, physical and mental vitality/attractiveness
Action Principle
Provide easy means of action to lessen the likihod people will shrug off your appeal.
People are lazy.
bring it to you
Familiarity and Trust
we buy ideas only from those we trust.
celebrity endorsements/testimonials
clarity
the situation must be clear and unequivocal
black and white
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