Home Marketing The Neuroscience of Multimodal Persuasive Messages: Persuading the Brain
Temporal Synchronicity and Redundancy
A few inconsistencies between the video of the shooting and the police report of the incident have been identified by investigators. Attorneys would likely show both to re-enforce the lack of credibility of the report. Chandra, in fact, could reasonably show the video of the shooting just before showing the police report and challenge the audience to ascertain how the police report could be perceived as credible. This is relevant because the authors of the investigation report conclude that the officer involved is acting reasonably based on information from the video and the police report. Showing the two pieces of evidence in close temporal proximity would raise doubt from a jury or judge.
While the two pieces are not consistent with each other, the audience would be looking for redundancy, and the lack of it would contribute to the perception (cognition) that the police report is not credible. (Note: since the initial writing of this chapter, the criminal case was resolved without charges being filed. The city and family reached a financial settlement for a related civil lawsuit.)
In this chapter I have shown how one may use the model toward producing multimodal persuasive messages, specifically in flyers, video, and in person. In the previous chapters, focus and analyses were relative to an existing message. So, this chapter provides examples of how to design materials using the model.
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