3/1/11 Reading

This reading is all about credibility and how you earn it. They bring up the example of a rumor "endorsed" by the FDA and the Manheim research institute. The news story never appeared on the evening news, so that cast suspicion on it being true, no matter how much it was "credible" because of the names FDA and Manheim being associated with it. It just goes to show that authority is where a lot of credibility comes from. They bring up another rumor, although this one is actually more of an urban legend, in the "boyfriend story". It is an example of detail leading to credibility. The more detail you add, the more tangible and concrete your story, and that makes it seem more real, and thus more believable.

Vivid details are one way to establish credibility, and another is introducing statistics. These numbers can be persuasive on their own but when put in more relatable terms you have the "human-scale" principle. The "sinatra test" and the example of Safexpress show another use of an example to build credibility. Making testable claims will also build credibility. "See for yourself" type campaigns encourage usage of a product while also building trust and credibility.

Emotional appeals also are important. Ads like the "truth" commercials aimed at tobacco corporations appeal to your emotions while also using some facts, making them doubly effective because they make you have an emotional response-usually anger. You can also appeal to what some people care about more than anything-themselves.