Source Credibility:Source credibility refers to how trustworthy or reliable the communicator is perceived to be by the audience. It involves factors such as expertise, reputation, and trustworthiness.
Emotional Appeals: Emotional appeals involve evoking particular emotions (e.g., fear, happiness) in order to persuade individuals. Advertisements often use emotional appeals to create an emotional connection with consumers.
Framing Techniques: Framing techniques involve presenting information from different perspectives or frames that shape how it is interpreted. For example, highlighting benefits vs. risks can significantly impact people's attitudes towards vaccination.