Chapter Summary

This chapter examines symbols and their effects on social influence. It begins by discussing the nature of symbols and of meaning, which are integral to understanding the relationship between language and persuasion. The chapter looks into ultimate terms, which, because of their strong connotations, have incredible persuasive power in a culture. It considers the power of labels and how, oftentimes, by using euphemisms and dysphemisms, persuaders attempt to lessen (or strengthen) the connotative impact of a word. The chapter discusses several language variables that affect persuasion. Without some measure of agreement on the meanings of words, communication and persuasion would be difficult, if not impossible. In addition to politicians, people in the business world are fond of using ultimate terms as persuasion devices.

Quiz

1. 

Which of these is a symbol?

Rain falling from the sky

the word “taco”

A sleeping dog

Feeling happy

None

2. 

A landlord tells a tenant, “We doing some spring-cleaning, tenant-wise,” instead of saying the tenant is being evicted. This illustrates:

The power of labeling

Vividness

Language intensity

Doublespeak

None

3. 

Using passed away" instead of "died" is an example of"

God terms

dysphemism

euphemism

vividness

None

4. 

In conversation, saying Uh… I think" before giving an answer is an example of:"

intensifier

hesitation

tag question

Doublespeak

None

5. 

“I might be wrong, but I think you missed your exit six miles back” is an example of:

A disclaimer

A hesitation

A deictic phrase

Polite language

None

6. 

After 15 years at a nonprofit, Jordan is being fired. Which phrase would be a dysphemism?

“You are being let go”

“You are receiving a severance package”

“Your position is being eliminated”

“We are restructuring the team”

None of these are dysphemisms

None

7. 

Which of the following is an aphorism?

“Actions speak louder than words.”

“The dog barked at the mailman.”

“He opened the door and walked inside.”

“Is anyone else craving a gyro?”

None

8. 

Which of the following illustrates the Sapir-Whorf hypothesis?

A chef teaches a recipe to a cooking class. Because the chef is skilled, the students learn.

A student copies notes from the board even though the notes are wrong.

People who speak different languages perceive colors slightly differently because of the words available in their language.

A news anchor reads the teleprompter in an exaggerated manner to excite the audience.

None

9. 

Familiar phrases such as Money doesn't grow on trees" tend to be most persuasive when audience members don't agree on the meaning of the phrase"

True

False

None

10. 

The Sapir-Whorf hypothesis argues that language shapes thought

True

False

None

11. 

Instead of straightforwardly informing Cameron that he is fired, Darin explains that the company is downsizing its personnel. This is an example of doublespeak

True

False

None

12. 

A four-legged animal that barks" is a _ definition for the word "dog." "

13. 

Man's best friend" is a _ definition for the word "dog.""

14. 

_ theory assumes that people are motivated to seek pleasure and avoid pain.

15. 

Based upon findings from the “swear word” booklets of E. Scott Baudhuin (1973), _ profanities are the least offensive category of profanity.

Time’s up

Essay Questions

1. What is the purpose of euphemisms? Provide at least one specific example of a euphemism to illustrate your argument. What is the purpose of dysphemisms? Provide at least one specific example of a dysphemism to illustrate your argument.
2. Discuss the ways in which two forms of communication, profanity and political correctness, affect the process of persuasion. Based on your discussion, recommend what a persuader should do when considering using these forms of communication.