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Persuasion

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Persuasion has been around since the dawn of human history. ... Form of persuasion based on emotion. ... Persuasion pervades the media. ... – PowerPoint PPT presentation

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Title: Persuasion


1
Persuasion
  • Definitions

2
Definitions
  • 1. Persuasion as communication intended to
    influence choice.
  • 2. Process of communication designed to modify
    the judgements of others, and in intended
    directions.
  • 3. A change process resulting mostly from shared,
    symbolic thinking activity.

3
Origin of Rhetoric
  • Persuasion has been around since the dawn of
    human history. Formalized as a concept more than
    2000 years ago by the Greeks, who made rhetoric,
    the art of using language effectively and
    persuasively, part of their education system.
  • Rhetoric is the expression of thought.
  • Rhetoric is not what you say but how you say it.

4
Origin of Rhetoric-cont
  • Aristotle viewed rhetoric as a system of logic by
    which the truth of any given situation might be
    approached.
  • Rhetoric is neither good or bad by itself, but
    can be used to effectively defend both truth and
    falsehood.
  • Aristotle developed 3 persuasive approaches -
    ethos, pathos and logos.

5
Ethos
  • The expression of character in discourse or
    personal proof or what we call as credibility.
  • Credibility is the degree of believability of the
    audience towards the source(writer).
  • Credibility is your own reputation and it is very
    subjective.

6
Pathos
  • Form of persuasion based on emotion.
  • It uses the emotions of fear, anger, compassion,
    pity, pride, guilt, reverence etc. to draw up
    sympathies/emotions of the audience.

7
Logos
  • The appeal of a logically developed argument.

8
PERSUASION
  • Paradigms of Persuasion

9
Persuasion is a communication process to
influence others. It has a point of view or
desired behavior for the receiver to adopt in a
voluntary fashion.
10
Intrapersonal Communication
  • Activities such as thinking and listening.
  • Persuasion- we psych ourselves up. (self
    -persuasion).
  • It is the basis of personal problem solving
    called Rational Emotive Therapy.
  • We engage our emotional reactions to events.
  • Concepts of attitude, belief, values are related
    to persuasion

11
Interpersonal Communication
  • Dyadic communication.
  • Involve daily lifestyle- from sales to eating
    choice. Everything has to do with persuasion.
  • Professionals use persuasion to achieve goals.

12
Group Communication
  • The process of problem-solving involves specific
    solution we believe best meets the criteria for
    the course.
  • Leadership too uses persuasion ( persuasive
    communication).

13
Mass Communication
  • Persuasion pervades the media.
  • Advertising and public relations groups attempt
    to persuade by using mass communication channels.
  • Each new technology (cyberspace, billboards, fax)
    brings opportunity to persuade and to be
    persuaded.

14
Intercultural Communication
  • Trade and diplomatic relations are through
    persuasive communication.
  • Nations need to adapt their messages to each
    other in an attempt to influence the beliefs,
    values, attitudes and behaviors of receivers.
    (KFC)
  • Within the country itself, cultural demographic
    are changing. Must understand how to persuade and
    how to respond to persuasion

15
Tutorial 1
  • Summarize the role of persuasion in your life.
  • What are ways to build credibility?
  • Discuss the practices that harm your credibility.
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