Persuasion: Writing and Speaking Persuasively

What is it?
y y y y Persuasion is an attempt to get people to accept your ideas/views If done properly can be very powerful Most effective techniques depend on the subject matter and your audience E.g. gender of your audience, age, type of product you are selling, language ability, and education of your audience

Persuasive Communication
y y y Communication such as a speech or television ad advocating a particular side of an issue So what factors make an effective persuasive communication? Research addressed by the Yale Attitude Change Approach

Yale Research
y The Source of the Communication: o Credible speakers o Attractive speakers o Both increase persuasion The Nature of the Communication: o Messages that dont seem designed to influence are best o One-sided communication is best o Primacy Effect: Sometimes what we heard first impacts more o Recency Effect: Sometimes what we heard last has more impact

Fear and Attitude Change

y Fear-arousing communication:

o Persuasive message that attempts to change peoples attitudes by arousing their fears o E.g. public service announcements:  AIDS/safe sex  Anti-drug campaigns  Anti-smoking campaigns Are scare tactics effective? Yes, if o Amount of fear created is moderate o People believe they can eliminate fear by paying attention to the message o Message must include specific recommendations for people to follow

Advertising
y y y y What kinds of ads are effective? Ads that tailor the message to the type of attitude being changed Cognitive information (information based/smart advertising) for utilitarian products (e.g. appliances) Affect-laden (emotional appeals) ads for things that people have feelings toward (e.g. fast food)

General Guidelines for Persuasion

y y y y y Critically analyze your own presentation that way you will capture any criticisms/questions you may receive ahead of time Know your audience Back up personal judgments with evidence, this gives you more credibility Organize your case (controlling idea then ensuing arguments for your case) Use effective language (clear, concise, good grammar, etc.)