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Unformatted text preview: ut an issue Persuasive Communication Effects
Persuasive Communication Effects Shaping
Changing responses Persuasive Communication Effects
Persuasive Communication Effects
What examples can you think of for the
following communication effects? Shaping Reinforcing Changing responses Historical Overview
Historical Overview Rhetoric (the art of public persuasion)
Sophists, teachers of rhetoric, Greek word sophos for knowledge
Aristotle Historical Overview (Aristotle)
Historical Overview (Aristotle) Ethos (the nature of the communicator)
Pathos (emotional state of the audience)
Logos (message arguments) Contemporary Overview
Contemporary Overview Study of persuasion is multidisciplinary but largely falls into the social sciences (communication, social psychology, etc.)
Researchers use a scientific approach Surveys, experiments Contemporary persuasion differs Contemporary persuasion differs from the past The number of persuasive communications has grown exponentially
Persuasive messages travel faster than ever before
Persuasion has become institutionalized
Persuasive communication has become more subtle and devious
Persuasive communication is more complex and impersonal Persuasion & Ethics
Persuasion & Ethics Persuasion can be used for good or bad purposes, with ethical and unethical intentions Persuasion & Ethics
Persuasion & Ethics
I want to sell you a car… Scenario: You are a car salesperson and have a family at home to support. Times are tough. Is it ethical for you to attempt to persuade someone who can barely afford the payments to purchase a new car? Review
Review What is persuasion?
How does contemporary persuasion differ from the past?
What’s the difference between persuasion and coercion?
What are the three persuasive communication effects?
Explain ethos, logos, and pathos....
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This note was uploaded on 04/10/2013 for the course MKTG 360 taught by Professor Shukla during the Spring '13 term at Chapman University .
- Spring '13