The conjunctive influence of source credibility and the use of visual materials on communicative effectiveness

• Autores: William Seiler
• Localización: Southern communication journal, ISSN 1041-794X, Vol. 37, nº 2, 1971, págs. 174-185
• Idioma: inglés
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• Resumen

  • Considerable emphasis has been placed by educators and communication scholars upon the use of audiovisual materials as a means of improving communication both in public speaking and in classroom instruction. The present study was designed to determine the effects of visual aids and speaker credibility on attitude change, communicative effectiveness, speaker credibility, and retention in a persuasive message presented on video tape. The results of the study seem to indicate that visuals do affect credibility and retention.