Charles U. Larson Persuasive Strategy Theory

c. Charles U. Larson Persuasive Strategy Theory

In his book, Larson stated that there are 8 aspects in becoming a good persuader. They are audience analysis, audience demographics, forms of organization, forms of proof, building credibility, wording the message, delivering the message, and common tactics in persuasion. From all of the aspects Larson states, there are three aspects that are related to the study of the textual features in the video campaign that was done by the researcher. They are forms of organization, forms of proof, and the wording of message. i. Forms of organization Referring to Larson, the organization of the message spoken by the persuader is very important in creating the persuasive message. The organization of message is vital in making the message being memorable and persuasive. A better text organization leads to a memorable and persuasive message delivery. Larson stated that there are five types of message‟s forms of organization, they are: the topic format, the space format, the chronological format, the stock issues format, and the motivated sequence format. In this research, the researcher found that the organization by topics and the chronological format are suitable to the analysis on the video campaign. a Organization by topics Organization by topics is usually used when there are many topics to be discussed in the campaign. The organization by topics allowed the persuader to convey several different topics to discuss in the message so it gives an opportunity to enrich the message that are delivered to the people. Larson suggests that the presentation of persuasive message by topics is a “good choice in presenting specific reasons for some suggested action” 2010: 311. By using grouping the persuasive speech or text into groups, the persuader makes the hearer focus their attention toward that particular topic and it makes the persuasive message easily perceived. The organization by topics also allow the persuader to convey several topics to be discussed. b Organization by chronology In the organization by chronology, Larson suggests the message delivery through a set of narrative or story. Sometimes, the essential message in persuasive communication is best relayed by taking the audience through the issues in historical sequence or organizing by chronology so that it is sort of narrative or story-both of which are very persuasive forms 2010: 311. Narrative or story, referring to Larson are persuasive forms of organization since it takes the people to follow a set of events and make them feels the way the persuader want them to feel. ii. Forms of proof Forms of proof are very important in delivering the persuasive messages. The people basically want good and convincing proofs in their decision making in becoming the bases of their action. Larson states that The proofs required for taking action steps, even good ones are always the most demanding and your audience will be no different. You must convince them that your suggestion or proposals make good sense and are at least worth considering 2010: 315. Larson suggests that there are 5 types of forms of proofs existed. They are statistical evidence, narratives and anecdotes, testimony, visual evidence, and comparison and contrast. The video campaign, however, uses two forms of proofs namely the statistical evidence and the comparison and contrast. a Statistical evidence Statistical evidence is known as a reliable form of proof. The statistical evidence is usually based on observation, calculation, and science-based data. The statistical evidence is known as a reliable and convincing form of proofs. Larson also stated that Statistics also persuade best when they are simple and easy to understand. When you decide to use statistics, make them clear and provide a referential point for the numbers 2010: 315. b Comparison and contrast Comparison and contrast is a form of proof that Larson suggests to be a rather difficult since the persuader should put the problem into perspective. This form of proofs, however, appeared in thousands of beforeafter ads to show the difference the product creates that benefitted the consumer. The message delivery however, should consider the consumer‟s attention and needs. Larson elicited an example on the danger of old cell phone batteries disposal. When the persuader gives the people a slight comparison of the cell phone batteries disposal with the quantity of pollution between a cell phone battery disposal, flash light battery disposal, and a dry cell that shows that cell phone batery disposal has a higher level of pollution quantity, the persuader‟s persuasive message is clear enough to make people consider the idea 2010: 318. iii. Wording of message The wording of the utterances has a big influence in delivering the persuasive message. The main purpose of the message wording is to make the message sounds pleasing so people would listen and remember the message. In his book, Larson states that there are seven ways in wording the message. They are namely: through varied vocabulary, figures of speech, alliteration, and assonance, vivid language, concise language, parallel structure, imagery, and humor. However, the researcher found that there are three ways of message wording that fit the textual features exist in the video campaign. They are various vocabulary use, alliteration, and parallel structure. a Various Vocabulary The use of various vocabulary in the message wording is very signifiacnt since it makes the message does not sound monotonous. The use of the various vocabulary is also a tool for the persuasive message delivery. b Alliteration Alliteration creates “a kind of internal rhythm in the message, which makes it more lively and memorable” 2010: 319. Alliteration, referring to Larson, furnishes the persuader‟s style in delivering the message. Example: “A portable phone system? Gee No, GTE” 2010: 319. Larson suggests that alliteration is one of favourite tools in advertising since it is “fun to hear and repeat” 2010: 140. c Parallel structure Parallel structure is the use of similar or even identical wording or sentence which purpose is to build audience‟s expectation and make the persuasive message memorable. Larson elicited an example of Cicero‟s saying: “Ask not what your country can do for you; rather ask what you can do for your country” 2010: 310.

d. Raymond S. Ross theory on speech communication