Persuasion Theories - Rank’s Model

Persuasion Theories - Rank’s Model

Rank’s model of persuasion states that persuaders use two major
strategies to achieve their goals.
These strategies are nicely set into two main schemes
known as (1) intensify, and (2) downplay.

The basic premise of the model is that people will either intensify or downplay certain
aspects of their own product, candidate, or ideology, or those of their receiver’s. The
Persuaders will do this in one of four methods.

• Intensify their strong points.
• Intensify the weak points of the opposition.
• Downplay their weak points.
• Downplay the strong points of the opposition.