The readings in the section focus on the what, why and how of persuasive communication.
Read Chapter 14 Introduction, Section 14.1 What is persuasion?, Section 14.2 Principles of persuasion and
Section 14.3: Functions of the presentation to persuade, in Saylor Academy (Ed.) 2012. Business Communication for Success. (See page(s) 531 - 544 in PDF version.)
Persuasive messages are present everywhere in everyday life, through mass media, governmental communications, and interpersonal negotiations. This set of readings defines persuasion and describes ethical, audience-centred approaches that can increase your effectiveness, such as the concept of measurable gain, and sensitivity to high-context and low-context cultures. They also discuss the six principles of persuasion and effective ways to apply the five main persuasive functions.
Complete the two Introductory exercises that ask you to reflect on how you may have been persuaded to buy a product and/or service recently. Also do the three 14.1 chapter exercises that invite you to analyse persuasion elements in various contexts. Finally, do the first 14.3 chapter exercise, which asks you to analyse an ad for a product or service you would never buy.
Reflect on your learning so far on persuasion.
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