INFORMATIVE

COMMUNICATION
INFORMATIVE COMMUNICATION

When people share

knowledge about the world
in which they live
INFORMATIVE MESSAGES

Attempt to present an objective –

that is, truthful and unbiased –
view of the topics being
considered
ARGUMENTATIVE
COMMUNICATION
ARGUMENTATIVE COMMUNICATION

The art of persuading based

on reason, on facts and not
emotions
ARGUMENTATIVE PERSONALITY

Often arguing or wanting to argue

Some people:
•Argue out of habit
•Always need to be right
•defensive
ARGUMENTATIVE PERSONALITY

PROS CONS
• Help build motivation • Difficult to live with
to stand up for • Self-absorbed
yourself • chronic blamers
• Learning debate
techniques
STEPHEN TOULMIN’S MODEL OF
ARGUMENTATION
• Claim: assertion one wishes to prove
• Evidence: support or rationale for the claim
• Warrant: underlying connection between the claim and
evidence
• Backing: tells audience why the warrant is a rationale
one
• Rebuttal: addresses potential objections to the claim
• Qualifier: helping to counter rebuttals
ASSERTIVE COMMUNICATION

•Speaker is interpersonally dominant and

forceful
•Stand up for, and express, their thoughts,
feelings, and beliefs in appropriate ways
that are direct and honest
HOSTILE COMMUNICATION

• Seeks to destroy the other

RHETORICAL TRIANGLE
writer

audience context
 PERSUASIVE
COMMUNICATION
PERSUASIVE COMMUNICATION

•Has one core purpose: get the

readers to support, believe, and act
in favor of presenter
DESIGNING
PERSUASIVE
C O M M U N I C AT I O N S
1. ESTABLISH COMMUNICATION
OBJECTIVE

2. CHOOSE MEDIA STRATEGY

3. DECIDE ON MESSAGE STRATEGY

INOCULATION THEORY

•Presenting refutational arguments to

consumers before they hear it from
others makes the message appear
more credible
• Comparative Advertising
• Emotional Appeals
• Humor Appeals
• Abrasive Advertising
• Sex Appeals
LANGUAGE
•Levels of Formality
•In-group jargon
•Slang and Idiomatic expressions
•Deceitful language and euphemisms
•Biased language
PROCESS TO PERSUADE BY A
COMMUNICATION
•Attention
•Comprehension
•Acceptance
•Retention