ACTS COMPUTER COLLEGE

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DEPARTMENT OF COMPUTER STUDIES

ENG1-Purposive Communication

MODULE

Module 16 – Persuasive Communication

Week 16

Learning Outcomes

At the end of the lesson, the students will be able to:

 define and describe what is persuasive speech;

 value the functions and principles of persuasive speech;
 write an example of persuasive speech.

LO4 Convey ideas through oral, audio-visual, and/or web-based presentations for different target
audiences in local and global settings using appropriate registers

Activities Duration Delivery Assessment Support Services

 The teacher will ask the 10 Motivation performance-based online library and
students on the factors on minutes assessment subscriptions
which they will be convinced by
a speaker.

Discussion (45 Quiz and written guidance and

minutes) Lecture activity counselling
Persuasive Communication

It is any message that is intended to

shape, reinforce, or change the online technical
responses of another or others such support staff/ help
responses are modified by symbolic desk
transactions (messages) which are
sometimes, but not always, linked with
coercive force (indirectly coercive) and
which appeal to the reason and Content/learning online assessment
emotions of the target. Generally, materials: and grades
persuasion refers to such communicative monitoring
Learning Objects (LOs)
activities that are mediated. Those that
are face-to-face are called compliance- printed or electronic
gaining. Persuasive communication can modules, powerpoint
be targeted at: presentation

• Cognition. Persuasion can be used to

change individuals ‘beliefs about an
object or an issue, which includes
attributes, interpretation, definition,
outcome, etc.

• Attitude. Persuasion can be used to

change individuals ‘attitude toward an
object or an issue, which refers to the
categorization of an object or an issue
along an evaluative dimension (from
negative to positive).

• Behavior. Persuasion can be used to

change individuals ‘behavior, which is
the overt actions regarding an object or
an issue.

Persuasion is a literary technique that

writers use to present their ideas through
reason and logic, in order to influence
the audience. Persuasion may simply
use an argument to persuade the
readers, or sometimes may persuade
readers to perform a certain action.

Types of Persuasion

Persuasion has three basic types:

1. Ethos

It is linked with morality and ethics.

In this method of persuasion, writers
or speakers convince their audience
of their goodwill and present
themselves as trustworthy. In order
to determine whether a writer is
credible or not, the audience needs
to understand his intention and his
 strong understanding of the subject.
2. Logos

Logos comes of logic; therefore,

writers use logic, reasoning, and
rationality to convince audiences of
their perspectives.

2. Pathos
The third method is pathos,
which invokes and appeals to
the emotions of the audience.
This is contrary to logos, as it
presents arguments without
using logic or reasoning. Many
writers consider love, fear,
empathy, and anger as strong
factors to influence the
emotions of their audiences.

Function of Persuasion

Persuasion is the most common literary

technique. We not only find it in
literature, but also in political speeches,
conferences, courtrooms, and
advertisements. Through persuasive
writing, writers express their own
feelings and opinions by appealing to the
audience emotionally and rationally.

6 Principles of Persuasion

1. Principle of Reciprocity

Reciprocity is the mutual expectation for

exchange of value or service. In all
cultures, when one person gives
something, the receiver is expected to
reciprocate, even if only by saying
―thank you.‖ There is a moment when
the giver has power and influence over
the receiver, and if the exchange is
dismissed as irrelevant by the giver the
moment is lost.

2. Principle of Scarcity
Trust is central to the purchase
decision. Whom does a
customer turn to? A
 salesperson may be part of the
process, but an endorsement
by an authority holds credibility
that no one with a vested
interest can ever attain.
Knowledge of a product, field,
trends in the field, and even
research can make a
salesperson more effective by
the appeal to the principle of
authority.

3. Principle of Authority

Trust is central to the purchase decision.

Whom does a customer turn to? A
salesperson may be part of the process,
but an endorsement by an authority
holds credibility that no one with a
vested interest can ever attain.
Knowledge of a product, field, trends in
the field, and even research can make a
salesperson more effective by the
appeal to the principle of authority.

4. Principle of Commitment and

Consistency

Oral communication can be slippery in

memory. What we said at one moment
or another, unless recorded, can be hard
to recall. Even a handshake, once the
symbol of agreement across almost
every culture, has lost some of its
symbolic meaning and social regard. In
many cultures, the written word holds
special meaning.

5. Principle of Consensus

Testimonials, or first person reports on

experience with a product or service, can
be highly persuasive. People often look
to each other when making a purchase
decision and the herd mentality is a
powerful force across humanity: if
―everybody else‖ thinks this product is
great, it must be great.
 6. Principle of Liking

Safety is the twin of trust as a foundation

element for effective communication. If
we feel safe, we are more likely to
interact and communicate. We tend to
be attracted to people who communicate
to us that they like us, and who make us
feel good about ourselves.

 Students’ Activity
The students will be asked to
write an example of persuasive
speech.
 Quiz
The students will answer the
objective type of quiz.
 Assignment
Make an advance reading
about the general types of
speech.

References:
Kinyanjui, N. (2015, April 14). Cross Cultural Communication Challenges. LinkedIn SlideShare. Retrieved from
www.slideshare.net/njambikinyanjui9/cross-cultural-communication-challenges.

Maharjan, P. (2018, February 15). Intercultural Communication. Businesstopia. Retrieved from

www.businesstopia.net/communication/intercultural-communication.

Prepared by: Checked/Approved by: Approved by:

PROF. ABIEKHAY CAMILLEE U. LAVASTIDA ENGR. RANDIE IAN A. VILLATUYA PROF. RUBEN F. MACALINAO, MBA, MM

Faculty Academic Head President/Director

Date Submitted: ___________________ Date: _____________________ Date: ____________________