Function Of Communication : The Art Of Persuasion And Communication

The use of effective persuasion techniques will not only the marketing and sales personnel to make more sales and meet the targets but also enable them to have an edge over the competitive environment. So of the techniques used in the commercial video from state farm insurance company on one hand show an effective means of communicating to convince the audience while on the other hand, the video is too complex to comprehend for an a normal and uneducated citizen. Here are some of the effective persuasion techniques that have been used in the commercial to reach out and convince their target audience to use and stick to the company’s insurance services. Moreover, these techniques are aimed at making the incumbent customers to become more loyal to State Farm insurance. According to Petty, Richard and Cacioppo (1984), there are two routes effective persuasion no matter the kind of media used to deliver the message to the audience. First, one can persuade effectively by building a central argument(s) in the message. Secondly, the persuader can effectively deliver the message to his or her target audience by trying to appeal to the audience by associating the message with what they can accept favorably. Usually, the favorable peripheral cues in the message lures the

Thus, by creating appeals to logos, pathos, and ethos, companies use advertisements as powerful persuasive tools. This can be done through the careful selection of color, imagery, narration, design, and layout, to name a few significant elements. When used correctly, these rhetorical strategies can make the difference between whether a product or idea is embraced or rejected by the

Many businesses and organization use the method of advertisement to sell their products. Ads enhance products and encourage the audience to buy its products. There are many strategies in which influence how successful an ad can sell its product. In this essay, I will be conducting a rhetoric analysis on a chip advertisement created by Popchips. This essay should identify the audience the ad is trying to reach; the message the ad delivers; and the three modes of persuasion (ethos, logos, and pathos) that are used in this ad. For reference, this ad can be found at the end of this essay.

Today, one can see the tactic of persuasion being used as a standard avenue to influence a person’s attitude or beliefs by presenting them with different messages that encourage things like using certain brand name products, vote a certain way, or where to take a vacation just to name a few. There are four types of people that include gullible people, skeptical people, firm believers, and people who are leaders who trust others as well as make others follow their ideas. Persuasion is a widespread topic of social psychology and may be done in different ways. There are two types of cognitive processes by which to persuade someone, which are the central route or the peripheral route. For this assignment I used mostly the central route approach as well as using a little of the peripheral route approach. To reinforce the peripheral route approach the use of pathos was also used during the video to play on the emotions of the watcher. This PowerPoint is effective at using the central route of persuasion, peripheral

“As we explore persuasion, we can divide the persuasive communication into three parts: the communicator, the message, and the audience. First, we will deal with what characteristics of persuaders make people more likely to be persuaded. Next, we will think about characteristics of the message that lead people to change. Finally, we will explore what characteristics of the audience can lead them to be persuaded.” (Feenstra, 2011, p. 88) For your assignment this week, provide an in-depth analysis of the three parts of persuasion. Please reference the bullet points below to complete your assignment.

Modes of persuasion are rhetorical appeals used in writing to persuade an audience (Worthington 58). The rhetoric appeals are divided into three categories; ethos, pathos and logos. Writers and speakers alike must have the ability to use the three appeals within a text to persuade a particular audience. Ethos refers to the author’s or writer’s credibility. The writer or the author has to establish his or her credibility for the audience to consider his or her views. Pathos is appealing through the audience’s emotions. As an author or speaker, it is important to create a certain sense of curiosity and imagination in the audience’s minds in order to have them identify with the speech’s or text sentiments. Logos is the most important of the three

As people make inferences about what they read, people also make inferences about what they see (Cooper, Patton, 2007, p. 42). In a modern society, visual advertisements are used very often to warn, to persuade, and to inform audiences. The examples of visual advertisements are the United Nation’s posters to warn people to recognize about women’s rights, McDonald’s posters to persuade people to purchase hamburgers, and the NPOs’ posters to inform people about global warming. Many different techniques are used in every advertisement such as pathos, ethos, and logos to achieve its goals. Pathos is appeals to emotion, ethos is appeals to credibility, and logos is appeals to logic.

Gerard A. Hauser covers a plethora of details on how to create a well-made persuasive argument in his book, an Introduction to Rhetorical Theory; however, he covered three specific essentials that are necessary for persuasion: the components logos, pathos and ethos; purposive discourse and rhetorical competence; identification. I will argue for each constituent, respectively, to prove that persuasion cannot thrive without the aforementioned essentials.

Ethos, pathos, and logos are ingredients in the recipe for persuasion. For example, I would not have usually watched any video claiming to be academic with cartoon-like characters. I watched the video because I trust our instructor to provide us with credible information, I feel as if our instructor has a vested interest in the academic success of us all, and the video was produced in a manner that made it easy to grasp its concepts. Ethos, pathos, and logos as I understand the terms. Once watching the video and deciding to read further text on the appeals of persuasion, I was able to deduce that these three specific items are used in our everyday lives just about everywhere. In television, ethos is used in my life particularly because I trust

If it has been identified that the central route of persuasion on an audience is necessary due to high relevance to the persuasive message, this gives the persuader a framework to begin crafting a strong argument. Since relevance is what captures the audience’s attention, the persuader must exploit this. For example, if the persuader is attempting to sell a car to an individual the the use of the central route, and the potential buyer has been categorized as one that clearly understands the relevance of the purchase, the persuader should do his or her best to make their product seem the most relevant to the customer. The seller may do this by asking the customer to visualize how happy they will be in their new car. This can also be done by highlighting the features of the car that are most applicable to the customer’s concerns (safety, high gas mileage, etc). These methods will invite the receiver to become more involved with the target of persuasion. All of these ways utilize the customer’s judgment of high relevance to the situation to construct a strong argument.

* Dr. Cialdini explained that commitments are more powerful when they are active; public; effortful; and viewed as internally motivated. The statement of the commentator is accurate because the motorcycle owners had made their commitment public by tattooing their commitment on their

Persuasion is a part of our everyday lives. Whether we are persuading our mother, using persuasion through speech, or threw advertisements, we are using rhetoric strategies to get the response we desire. With the help of minor details in many advertisements, Ethos, Logos, and Pathos are a way of persuading the audience to buy or think a certain way. A Colgate toothbrush commercial used Logos, Pathos and Ethos to spread the word that they have the best toothbrush of all, in which they target everyone who has teeth. Through the use of advertisements, Colgate has convinced the world that they have the best toothbrushes, they’re even recommended by dentists.

The communication-persuasion paradigm has four major facets, which include the sender, message, target, and effect. The sender is a critical component of the communication-persuasion paradigm in the sense that a persuasive communication process depends, in part, on the characteristics of the sender (Jowett, & O'donnell, 2014). People place expectations on others based on a range of factors, which can be social, political, economic, professional, and moral. As such, there are people who can be described as famous or trendsetters on the mentioned grounds. The persuasiveness of a piece of information is determined by the level of fame or respect that the sender of such a message enjoys among a group of people (Dubois, Rucker, & Galinsky,

Attitudes refer to one’s evaluations of the social world: others, objects and ideas. These overall evaluations can be positive, negative, or neutral, vary in their extremity and be based on a variety of information (Tesser and Martin, 1996; Petty, Wheeler, and Tormala, 2003 ). A popular conceptualization of the attitude construct, the tripartite theory, holds that there are three primary types of information in which attitudes can be based (Breckler, 1984; Rosenberg & Hovland, 1960; Zanna & Rempel, 1988) : cognitions or beliefs, affect or feelings and actions or behaviour. As defined by Richard Perloff, persuasion is the process which moulds and shapes attitudes. It is through persuasion that changes in attitudes can occur. The two methods

Social psychologists have not only studied the effects of persuasion, but also the elements that contribute to attitude change. Carl Hovland (1953) developed the Hovland-Yale model of persuasion, in which he used a research team from Yale University. They found that there are a considerable number of factors that can influence how likely attitude changes are to occur, however they also noticed that some are more important than others [McGuire et al 1996]. One of the key factors they found that determines whether persuasion occurs is the communicator. Social psychologists have found that persuasion can be influenced depending about who is presenting the argument, which can impact on how an audience receives it. The credibility of the communicator plays a large role in influencing persuasion, in which