Explain how the example of the television advertisement for pots and pans from the lecture illustrates the technique of refute-and-persuade.
Refute-and-Persuade
Sometimes companies realize that consumers may have developed a negative impression of a product. One way in which they can resolve this problem is by using an advertising technique known as refute-and-persuade. Refute-and-persuade means that in advertising a product, the company first indicates its awareness of the product's disadvantage. But then the company refutes or challenges that disadvantage by demonstrating how the advantage of buying and using the product makes up for any limitation it may have. In this way, companies can persuade consumers to purchase a product despite its drawbacks.
Attributes: Values AverageValues Percentages(Values/AverageValues)% => Comments
Performance on vocabulary words:
No of characters: 612.0 592.248995984 103% => OK
No of words: 163.0 155.574297189 105% => OK
Chars per words: 3.75460122699 3.80514564318 99% => OK
Fourth root words length: 3.57311423478 3.525876923 101% => OK
Word Length SD: 1.87685948544 1.79077849142 105% => OK
Unique words: 105.0 93.7148594378 112% => OK
Unique words percentage: 0.644171779141 0.604071249207 107% => OK
Syllable count: 197.1 185.844578313 106% => OK
Avg_syllables_per_word: 1.2 1.19417670683 100% => OK
Performance on coherence:
Topic speech coherence ratio: 0.0 0.0650381309087 0% => It may have issues on recording quality or the content is not so closely related to content.
Acoustic performance on paragraphs:
How many acoustic paragraphs: 5.0 4.35341365462 115% => OK
Average paragraph length: 32.6 68.503853103 48% => The average paragraph length is low.
STD paragraph length: 24.1462212365 21.3332995233 113% => OK
Average paragraph duration: 11.544 25.9943957902 44% => OK
STD paragraph duration: 8.40160365645 7.84667146824 107% => OK
Acoustic performance on sentences:
How many acoustic sentences: 28.0 42.0642570281 67% => OK
Average acoustic sentence length: 5.82142857143 4.02192344571 145% => OK
STD acoustic sentence length: 4.19228518854 3.1217529195 134% => OK
Average acoustic sentences duration: 1.92821428571 1.45093177766 133% => OK
STD acoustic sentences duration: 1.44248558688 0.99851816184 144% => OK
Acoustic performance on acoustic silence:(An acoustic silence means a little pause between two or more words)
How many acoustic silence: 25.0 39.0421686747 64% => OK
Total acoustic silence duration: 4.29 7.12997991968 60% => OK
Average acoustic silence duration: 0.1716 0.185688545393 92% => OK
STD acoustic silence duration: 0.152805235512 0.155154303396 98% => OK
Acoustic performance on acoustic words:
Total word duration: 47.69 47.1480722892 101% => OK
Average word duration: 0.292576687117 0.305395592593 96% => OK
STD word duration: 0.178787974497 0.189427763521 94% => OK
Disfluencies: like hesitations, or 'ehn' or taking a long time to pronounce a word:
How many disfluencies: 12.0 7.94979919679 151% => It may have 'ehn' in the speaking, or it has hesitations or overlapping speeches.
Total_disfluencies_duration: 9.15 6.2937751004 145% => Somehow the hesitation is serious.
Total acoustic noise duration: 3.8 3.39508032129 112% => OK
Acoustic rates:
Total speech duration: 57.72 59.7592369478 97% => Talk more. Do not save time. People can talk 4-5 words in one second.
Compare to expected duration: 0.962 0.995987282463 97% => OK
Rate of silence: 0.433125433125 0.656000678711 66% => OK
Rate of speech: 2.82397782398 2.60215298798 109% => OK
Rate of speech by unique words: 1.81912681913 1.56821927147 116% => OK
Rate of word duration by unique words: 2.20171943804 1.99336655568 110% => OK
Average articulation rates: 0.318583030675 0.317803793328 100% => OK
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Rates: 81.6666666667 out of 100
Scores by speech e-grader: 24.5 Out of 30
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Note: the speech e-grader does NOT examine the meaning of words and ideas.