Chapter 10, Problem 10.17E

Summary Introduction

To determine:

In what ways does the writer demonstrate credibility of the message?

Introduction:

AIDA model:

The most effective model accepted as the way to organize persuasive messages. It stands for Attention (engage the audience to encourage hearing the idea), Interest (Emphasizing the relevance of the message), Desire (motivating the audience to accept the change by creating the spark needed), and Action (aiding the process of execution and to emphasize the benefits). AIDA method can be used with both direct and indirect speech depending on the purpose of the message which could be either to grab the attention of the reader or to highlight the subject.

Credibility:

It is the unbiased or instinctive parts in a message which delineate the truthfulness and the believability of a certain message or a source. By being honest, objective, aware of audience needs, confident with the expertise and knowledge, the credibility of a message can be improved.