Disciplines
Broadcast and Video Studies | Graphic Communications | Health Communication | Mass Communication | Other Communication | Public Relations and Advertising | Speech and Rhetorical Studies
Abstract (300 words maximum)
O'Keefe's (1988) theory of message design logics explains why some messages are more
persuasive than others. The first, expressive design logic, is the most basic and focuses on
expressing individual thoughts and opinions (O’Keefe, 1988). This type of message design
merely states what the persuader wants. The second, conventional design logic, appeals to
typical reasons or emotional appeals that would be suitable for any audience. The third,
rhetorical message design logic, is the most complex and sophisticated message design focusing
on achieving an agreement between the sender and receiver in which the message provides
context. Unlike conventional design logic, rhetorical message design logic is adapted to the
particular audience being addressed.
When Message Design Logics Theory is used to examine a public service announcement
about Ebola from the WHO, one notices examples of all three types of message designs:
expressive, conventional, and rhetorical. The images used are basic and reach the largest
demographic. Literacy is not necessary; the images communicate basic ideas such as “traveling”
and “sick.” The flow chart structure also lends itself to basic understanding of the message. The
text used is also very simple; however it can be classified as conventional messaging. Messages
like, “Seek prompt medical attention” are very direct and show expressive construction. Other
messages, like the picture of a man wearing the tie and carrying luggage, do show awareness of
social convention, in this case the fact that many travelers travel for business. The message says
that Ebola can still infect business travelers. It recognizes the belief that Ebola is a “poor
peoples’ disease,” but challenges that belief with the image of a man in a suit. The message
shows little evidence of rhetorical design. There is very little back and forth communication
between the sender, the WHO, and the receiver, the traveler. This lack of the most sophisticated
design logic brings into question the effectiveness of the message as a whole. The rhetorical
message design is the most effective form of the three at persuading audiences. Perhaps adding a
blurb such as, “Protect you and your loved ones. Help stop Ebola” might convince some
receivers to agree that the actions taken in stopping Ebola could help themselves and their
families rather than just an unknown public. This is just one example of how message design
logics theory is extraordinarily useful in everyday life. It describes, explains, and predicts
behavior extremely well.
Academic department under which the project should be listed
RCHSS - Communication & Media
Primary Investigator (PI) Name
Dr. Deanna Womack
Included in
Broadcast and Video Studies Commons, Graphic Communications Commons, Health Communication Commons, Mass Communication Commons, Other Communication Commons, Public Relations and Advertising Commons, Speech and Rhetorical Studies Commons
Message Design Logics and Messaging in the Ebola Crisis
O'Keefe's (1988) theory of message design logics explains why some messages are more
persuasive than others. The first, expressive design logic, is the most basic and focuses on
expressing individual thoughts and opinions (O’Keefe, 1988). This type of message design
merely states what the persuader wants. The second, conventional design logic, appeals to
typical reasons or emotional appeals that would be suitable for any audience. The third,
rhetorical message design logic, is the most complex and sophisticated message design focusing
on achieving an agreement between the sender and receiver in which the message provides
context. Unlike conventional design logic, rhetorical message design logic is adapted to the
particular audience being addressed.
When Message Design Logics Theory is used to examine a public service announcement
about Ebola from the WHO, one notices examples of all three types of message designs:
expressive, conventional, and rhetorical. The images used are basic and reach the largest
demographic. Literacy is not necessary; the images communicate basic ideas such as “traveling”
and “sick.” The flow chart structure also lends itself to basic understanding of the message. The
text used is also very simple; however it can be classified as conventional messaging. Messages
like, “Seek prompt medical attention” are very direct and show expressive construction. Other
messages, like the picture of a man wearing the tie and carrying luggage, do show awareness of
social convention, in this case the fact that many travelers travel for business. The message says
that Ebola can still infect business travelers. It recognizes the belief that Ebola is a “poor
peoples’ disease,” but challenges that belief with the image of a man in a suit. The message
shows little evidence of rhetorical design. There is very little back and forth communication
between the sender, the WHO, and the receiver, the traveler. This lack of the most sophisticated
design logic brings into question the effectiveness of the message as a whole. The rhetorical
message design is the most effective form of the three at persuading audiences. Perhaps adding a
blurb such as, “Protect you and your loved ones. Help stop Ebola” might convince some
receivers to agree that the actions taken in stopping Ebola could help themselves and their
families rather than just an unknown public. This is just one example of how message design
logics theory is extraordinarily useful in everyday life. It describes, explains, and predicts
behavior extremely well.