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What’s in a Name?

Don’t give your kid
a weird name

Why?

Names can be targets for
discrimination.

Researchers studied 15,000
first names given to baby
boys from 1987-1991.


The more unusual the boy’s
name, the more likely he was
to commit a crime.
Self-concept is based on reflected
appraisals from others (the
“looking glass” self)


“Each 10% increase in the
popularity of a name
correlates with a 3.7%
decrease in the number of
juvenile delinquents who have
that name” (Kalist & Lee,
2009, p. 47)
People with unpopular names may
come from underprivileged
families or lower socio-economic
groups.
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Symbols

Symbols are arbitrary
words, images, or
behavior that stand for
or represent something
else.
◦ Symbols are arbitrary:
The word for “pig” could
just as easily be “garp.”
◦ Symbols include images
(peace sign, thumbs up
gesture)
◦ Symbols can include
behavior (rituals and rites
or other symbolic action)
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Symbols, Meaning, and
Persuasion

Denotative meaning
◦ A word’s strict
dictionary definition
◦ Animals’ names
Alligator
Moose
Bison
Python
Elephant
Rooster
Leopard
Zebra

Connotative meaning
◦ Emotional associations
surrounding a word
◦ References to
females/males using
animal names
Bitch
Fox
Chick
Pig
Cougar
Stud
Cow
Tiger
Dog
Wolf
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Ultimate Terms

God terms
◦ family values, progress, freedom,
democracy

Devil terms
◦ deadbeat dad, sexual predator,
socialist, sweatshop, gang
member, racist

Charismatic terms
◦ green, change, freedom,
democracy

Terms may change, evolve over
time
◦ political correctness, affirmative
action, liberal
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Familiar Phrases

Famous sayings,
proverbs, and folk
wisdom can facilitate
persuasion.

Familiar phrases function
as peripheral cues.

◦ Some students were
distracted while
listening.
◦ “Rome wasn’t built in a
day.”
◦ “Don’t put all your eggs in
one basket.”
◦ “Money doesn’t grow on
trees.”
Students heard a
persuasive message
that included familiar
phrases.
◦ Some students were
not.

The distracted
students were more
persuaded than the
ones who paid full
attention (Howard,
1997).
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The Power of Labeling

People’s names
influence:
◦ Where they live
◦ Their choice of
professions

Implicit Egotism
people favor things
that they associate
with themselves.
People named
Dennis are more
likely to become
dentists.
People who live in
Virginia are more
likely to be named
Virginia.
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The Power of Labeling

Naming
prescription drugs
◦ branding companies
typically earn
between $50,000
and $250,000 for
coming up with a
unique name for a
prescription drug.
◦ Names that
sound scientific,
with an “X” or
“Z” are popular.
 Paxil
 Prozac
 Zoloft
 Xanax
 Lexapro
 Nexium
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The Power of Renaming






“progressive” versus “liberal”
“death panels” versus “health insurance”
“troop reduction” versus “cut and run”
“peer-to-peer file sharing” versus “internet
piracy”
“pre-owned” versus “used”
“womyn” instead of “women”
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Sapir-Whorf Hypothesis

Language shapes the
way we think.


Language can facilitate
or inhibit certain types of
thinking.
The average Joe or Jill
might call a color “offwhite.”

A painter or clothing
designer might
differentiate between
subtle shades.


More precise language
enables more focused
thought.
Texting versus writing
◦ Texting is fast, generic
◦ Writing is slow,
nuanced
•
•
•
•
•
•
•
•
alabaster
antique white
bone
China
cream
eggshell
ivory
parchment
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Euphemisms & DoubleSpeak

It sounds so much better when you put it
that way.
◦ pre-owned versus used
◦ peer-to-peer file sharing versus Internet piracy
◦ gaming vs. gambling
◦ commercial sex worker vs. prostitute
◦ enhanced interrogation techniques vs. torture
◦ rendition versus kidnapping
◦ faith-based vs. religious
◦ downsizing vs. fired
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Language Intensity,
Vividness, and
Offensiveness

Profanity is rarely a
persuader’s friend.
◦ Profanity tends to lower
perceived credibility.
◦ Perceptions of profanity
are topic, audience, and
situation specific.
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Political Correctness
Evolving terms for
African-Americans
N-word
Darkie
Colored
Negro
Black
AfricanAmerican
Person of color
Bi-racial, multiracial

The control of language
entails the control of
social reality.
◦ terrorist vs. martyr

The power of naming
shapes perceptions and
confers power.
◦ The gay
community has
taken back the
word “queer” and
made it socially
acceptable.
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Political Correctness

The language of
disability
◦ Saying “wheel
chair bound”
emphasizes the
disability first.
◦ Saying “person
with a disability,”
(PWD) emphasizes
the person first.

Persuaders who used
empowering terms
(heroic) for PWDs
were perceived as
more credible.

Persuaders who used
pejorative terms
(pathetic) were
perceived as less
credible.
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Language Intensity

Intense language
demonstrates a source’s
bias on a topic or issue.

◦ Intense language facilitates
persuasion with a friendly
audience.
◦ National health insurance
will lead to “death panels”
(Sarah Palin).
◦ “Humans have no more
value than slugs” (John
Daley, editor of Earth
First!).
◦ People who aren’t shifting
to bio-diesel fuel are
“raping the planet” (Fuel:
Uncovering America’s Dirty
Little Secret, 2008
documentary).
Reinforcement Theory
◦ Intense language can alienate a
hostile audience.

Language Expectancy
Theory
◦ Violations perceived positively
facilitate persuasion.
◦ Violations perceived negatively
inhibit persuasion.
◦ How a violation is perceived
depends on the status and
reward power of the violator.
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Language Intensity

Information
Processing Theory
◦ Intense language
persuades via
message
discrepancy.
◦ A previously
unthinkable position
becomes more
thinkable.
◦ Intense language
may also backfire
based on the
contrast effect.

Communication
Accommodation
Theory
◦ Persuaders who match
the language style of
their audience are
more effective.
◦ Intense language
users prefer intense
speakers.
◦ Non-intense language
users prefer nonintense speakers.
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Vividness

Vivid language is
more memorable
than pallid language.
◦ Colorful, picturesque
language increases
attention and
retention.
◦ Pallid language is, well,
boring.
◦ Vivid language must
be congruent with the
message.
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Powerful Language

Powerful, assertive
language is
generally more
persuasive.
◦ “I have an important
question…”


◦ “I loved that movie.”
◦ “Let’s grab some
coffee and talk.”
◦ “My skill set is a
perfect fit for your
company.”

Powerful language
conveys confidence,
credibility.
But…
Powerful language
requires good
arguments and
evidence.
Females may need to
moderate their
assertiveness for
male audiences.
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Powerless Language

Powerless language
signifies low status, low
credibility
◦ This may sound like a dumb
question but…”
◦ “That was a good movie,
don’t you think?”
◦ “I was kind of hoping that
maybe we could get
together for coffee
sometime, if you want.”
◦ “Uh, so I would, really,
um, like to work here,
at, like, your company.”

Types of powerless language

Disclaimers
◦ You’ll probably say ‘No’ but…”

Hedges
◦ “kind of,” “sort of,” “I guess”

Hesitations
◦ “uh,” “um,” “like,” “you know”
◦ Intensifiers
◦ “Very,” “really,”
 Polite forms*
◦ “If it’s okay…” “I’d appreciate
it if…”
 Tag questions
◦ “don’t you think?”
*Note: Some types of diplomatic
language are polite, but not powerless
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