Persuasion

A Communication Strategy
Prepared by: Dr. Bini B.S., Institute of Law, Nirma University
 Understanding Persuasion

I wish to look at legal language as it is used to persuade,

as one law-person uses it to move, another law-person to
make a choice in favor of the mover. From this view, legal
language becomes something other than a matter of logic,
yet something more than oratory. From this view, we may
see running throughout legal language, as it is used, a
method.

“Law and Persuasion: The Language Behaviour of

Lawyers” by Walter Probert
01 What is Persuasion

02 Why Persuade?

03 Strategies of Persuasion

04 Barriers to Persuasion
Understanding Persuasion
 What Persuasion is not
Forcing Menacing Manipulating Coercing

Compel Threaten Influence someone Force and control

Make someone do Use of fear in in such a way that someone by
he /she does or
things against order to produce threatening with
thinks what you want
her/ his will desired results punishment
 Persuade
Persuade
to make somebody do something
by giving him/her good reasons
Persuade
to move by argument, entreaty, or
expostulation to a belief,
position, or course of action
Persuade
to make someone believe that
something is true by giving
reasons
Persuade: Synonyms
urge, prompt, incline, convince,
cajole, exhort, influence, induce,
enlist, assure, woo, entice,
impress, advise, sway, coax,
convert
‘The art of getting someone to
do something they wouldn't
ordinarily do if you didn't ask’
~ Aristotle.
The Rhetorical Triangle: Aristotle
 Ethos, Pathos, Logos

Speaker Listener Message

Credibility, Trustworthiness Emotions Logic, proof

Expertise Values Convincing style
Character Feelings and sentiments Reason, rationality
Why Persuade?
 Why Persuade?

Generating Ideas, Actions and Results

Challenging Prejudices
The outdated beliefs, stereotypes
and prejudices can be challenged
and disrupted
Effecting Change
Positive influence may lead to
remarkable changes in individuals
and society
Positive Influence and Compliance
New thought and ideational
Generate awareness so that people’s processes
thoughts and attitudes are influenced and
they are convinced to act in a particular
way
 How to Persuade?

Social psychologist Robert Cialdini

(2006) discusses six principles of
effective persuasion:

1. Reciprocity
2. Scarcity
3. Authority
4. Commitment and consistency
5. Consensus
6. Liking
 Barriers to Persuasion
Lack of Credibility Being afraid of rejection
Errors in facts, telling lies, not being The insecurities and fears of the speaker/
consistent writer may become evident as s/he tries
hard to persuade.

Arrogance, impatience with audience Communicating excessively; information overload

Being a Know-All. Thinking and acting as if Communicating in excess as part of the
you are better than your audience. effort to convince the audience may have a
negative impact.

Being pushy and desperate Resisting suggestions/ negotiations/ compromise

Trying too hard to persuade and hence Not being sensitive to the points of view of the
seeming to be desperate receiver. Obstinate and imposing when it comes to
one’s ideas
 Whitewashing the Fence
Persuasion /manipulation? Chapter 2, Adventures of Tom Sawyer by Mark Twain
Summary

On Saturday morning, Aunt Polly sends Tom out to

whitewash the fence. Jim passes by, and Tom tries to get
him to do some of the whitewashing in return for a
“white alley,” a kind of marble. Jim almost agrees, but
Aunt Polly appears and chases him off, leaving Tom
alone with his labor.
A little while later, Ben Rogers, another boy Tom’s age,
walks by. Tom convinces Ben that whitewashing a fence
is great pleasure, and after some bargaining, Ben agrees
to give Tom his apple in exchange for the privilege of
working on the fence. Over the course of the day, every
boy who passes ends up staying to whitewash, and each
one gives Tom something in exchange. By the time the
fence has three coats, Tom has collected a hoard of
miscellaneous treasures. Tom muses that all it takes to
make someone want something is to make that thing
hard to get.
1. Assess Tom’s deed as ‘Persuasion’
2. Was Tom Sawyer being manipulative?
3. Ethos, pathos and logos of getting the fence whitewashed?
4. The absence of a vicious intent: No harm was done
5. The fact that everyone was happy at the end
6. Strategies used by Tom:
1. Reciprocity, 2. Scarcity, 3. Authority
4. Commitment and consistency, 4. Consensus 6. Liking
Goal of Persuasion and Outcome

1. Why did Tom have to persuade?

2. How did Tom persuade?
3. What was the goal?
4. What was the outcome?
 Analysis
The Strategy used by Tom Sawyer

Creating an aura around the act of whitewashing

Good Understanding of boys’ psyche/ appeal to emotions

Giving a convincing rationale

Making a rather boring task look exciting

Hannibal, Missouri
Thank You