돕기 메시지의 전달에서 이성적 소구의 활용을 위한 제언 호혜적/공감적 소구의 대비를 중심으로

초록

This paper attempts to present a way that can strengthen the use of rational appeal in constructing messages to advocate helping behaviors that traditionally have emphasized importance of emotional appeal. It is because the tendency to focus on emotional appeal can make the audience desensitized and encourage the biased thoughts towards the beneficiaries. By examining the theoretical arguments related to the rational/emotional factor addressed in the realm of helping, this work suggests reciprocal/empathic appeal thought to be suitable for seeking aid. A reciprocal appeal presents the recipients that helping behaviors are for neighbors, society, and further human beings, which ultimately helps for their own survival. An empathic appeal represents an optimized emotional appeal in seeking aid by arousing otherᐨoriented empathic reactions such as compassion and sympathy. Utilization of reciprocal/ empathic appeal is to find appropriate persuasive methods for given situations rather than trying to confirm which type has advantage in general. The research of reciprocal/empathetic appeal is expected to produce more deepened theoretical understandings and practical benefits in delivering messages for helping.

키워드