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Persuasion, Audiences, and Persuasive Writing

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Sylvia Kwiatkowska

on 23 September 2013

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Transcript of Persuasion, Audiences, and Persuasive Writing

Persuasion, Audiences, and Persuasive Writing
What is persuasion?
-The process of motivating someone through communication and relationship building to change a particular attitude, belief, value, or behaviour.
Characteristics of Persuasion
Ways to Categorize Types of Persuasion
Creating the Persuasive Message
Analyzing the Audience
-Audience Type

-Audience Purpose


Adapting to the Audience
Building Credibility as a Communicator
Interpersonal Persuasion


-Social Exchange



Not Coercive
By Types of Proposition
By Desired Outcome
By Directness of Approach
Propositions of Fact
Propositions of Value
Propositions of Policy
Direct Persuasion
Indirect Persuasion
Set a clear, persuasive purpose
Structure the message carefully
Use solid evidence
Avoid fallacies
Describe the Problem
Describe the Solution
What Advantages Will Result from your Solution?
Describe the Desired Audience Response
Attack on the Person Instead of the Argument (Ad Hominem)
Reduction to the Absurd (Reductio ad Absurdum)
False Cause (Post Hoc Ergo Propter Hoc)
Appeal to Authority (Argumentum ad Verecundiam)
Bandwagon Appeal (Argumentum ad Populum)
Establish Common Ground
Organize According to the Expected Response
Neutralize Potential Hostility
Chapter Summary
Persuasion is the process of motivating someone to change a belief, attitude, or behaviour.
Adapting to your audience is an important part of persuasive strategy
Speaker credibility is an essential component of persuasiveness.
Thesis: Persuasion is a useful technique of communication if and when it's used appropriately.
1. When is persuasion used in your everyday life?

2. Are there any communication behaviours that you would consider "unethical"? Explain.

3. What are the different types of persuasion and which one do you think is the most useful?

Q: Which Interpersonal Persuasion is this?
a) Door-in-the-face
b) Foot-in-the-door
c) Low Balling
Scenario: A friend asks to take a small sip from your drink and then ends up drinking the entire thing.
Q: What Interpersonal Persuasion is this?
a) Social exchange
b) Door-in-the-face
c) That's not all
Scenario: You're at the mall and a man at a kiosk stops you and tries to sell you magical hair products. At the end of their speech they throw in "If you buy this shampoo you will receive 2 free face masks!"
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