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All people are benefit-seekers: "What's
in it for me?" Without denying altruism or mutual benefits,
consider first this basic self-centered attitude.
Persuasion is a transaction, a two-way process
of both benefit-promising and benefit-seeking. To
persuade others, we promise them benefits.
No matter what we define as "good"
and "bad," in terms of possession,
we either "have" it, or "have-not"
it.
Using a simple four-part grid, we can sort out the
broadest generalization about benefit-seeking in order to focus
attention on the dynamics of four major human behaviors related
to ads: protection, relief, prevention, acquisition.
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PROTECTION
If we have a "good,"
we want to keep it.
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RELIEF
If we have a "bad,"
we want to get rid of it.
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ACQUISITION
If we have-not
a "good,"
we want to get it.
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PREVENTION
If we have-not a "bad,"
we want to avoid it.
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In advertising, for example, protection
of our existing goods is the primary benefit offered by products
for house care (soaps, cleansers), car care, investments, and so
on. Relief is the primary benefit
offered by medicines (painkillers, remedies). Prevention
of future harm is the primary benefit promised by many health or
safety items (auto tires, health clubs, etc.). However, most
ads simply stress acquisition
because there are so many possible "goods" available that
people want -- foods, clothing, furnishings, trinkets, toys, and
entertainments.
As you observe ads, categorize television,
print, or other ads into one or more of these four kinds (protection,
relief, prevention, acquisition).
Multiple benefits are common, yet, you can usually
label an ad by a "dominant impression."
Note the specific products and services which belong
in these categories.
Observe or estimate: how many ads, how often, when
and where they appear. Who is their target audience? What benefit
is sought by this audience?
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People, as receivers, as an audience, seek benefits
when they read, watch, or listen.
Persuasion is the most obvious transaction between
benefit-promisers and benefit-seekers,
Expressive works (in books or movies) give us
many benefits and pleasures: empathy, understanding ourselves
and others, escape, diversion, curiosity, and enjoyment.
Exposition provides us information as its primary
benefit.
Information is the means by which
we gain specific immediate benefits (e.g. directions, instructions,
warnings) or general future benefits (general knowledge and understanding,
historical perspective). We commonly assume that it is better
to be informed than to be ignorant, that "knowledge is power."
As an expository writer, your role is to provide
your audience with good, accurate, clear, coherent, and useful
information.
If you give your audience inaccurate information,
erroneous data, or wrong directions, you err. So also, you err
if you are wordy, clumsy, or repetitive.
Information may be accurate, but, if it is not
presented coherently, then it's useless. Consider an unsorted
box of computer print-outs which may contain accurate data, but
are of little use to anyone.
As a writer, your job is to compose - to put together
- clearly and coherently so your target audience can use it easily
and benefit from it.
In classroom situations, your instructor often
becomes a "captive audience" who has to read what you
write.
However, in most situations, if you don't write
well, or if you don't provide the expected benefits, your audience
doesn't have to read your writing. They will find someone else
who can do the job better.
Even though expository writing is primarily topic-centered
(and doesn't have the obsessive concern with audience response
that persuasion needs), it is still designed to be read by another
person. Ask yourself: What benefit is your reader seeking ?
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