MAHARANI LAXMI BAI PG GIRLS COLLEGE INDORE

•SUBJECT : SOCIAL PSYCHOLOGY

•TOPIC : PERSUASIVE
COMMUNICATION
•CLASS : MA 4TH SEM PSYCHOLOGY
•PRESENTED BY : ASHU SHIVHARE
•SUBMITTED TO : RAJEEV SIR
 P ER S U A S IV E
COMMUN IC A T I O N
AN INTRODUCTION

• THE TERM ‘PERSUASIONS ’ MEANS TO FORCE SOMEONE INTO SOMETHING. •

HERE, PERSUASIVE COMMUNICATION MEANS, PERSUADING OTHERS TO
UNDERSTAND WHAT YOU ARE TRYING TO COMMUNICATE IN YOUR WAY. •
PERSUASIVE COMMUNICATION HAS ONE CORE PURPOSE:

• GET YOUR READERS TO SUPPORT, BELIEVE, AND ACT IN YOUR FAVOUR.

DEFINITION
• PERSUASION IS A COMMUNICATIVE PROCESS OF ALTERING THE BELIEFS, ATTITUDES AND
INTENTIONS OR BEHAVIOUR OF ANOTHER BY THE CONSCIOUS AND UNCONSCIOUS OF WORDS
AND NON-VERBAL MESSAGE” – ILARDO (1981) •

• BECAUSE PERSUASIVE COMMUNICATION FOCUSES ON THE OTHER PERSON, WE NEED TO

HAVE THAT OTHER PERSON FIRMLY IN OUR SIGHTS WHEN WE WRITE OR SPEAK.

• IN OTHER WORDS, COMMUNICATION WILL BE MOST PERSUASIVE WHEN WE BUILD THE

MESSAGE AROUND THE OTHER PERSON, RATHER THAN OURSELVES.
• PERSUASIVE COMMUNICATION IS BASICALLY COMMUNICATION THAT IS AIMED AT CREATING
CHANGING OR REINFORCING PERSON’S BELIEFS OR ACTIONS.

• PERSUASIVE COMMUNICATION BENEFITS US INOUR EVERY PART OF OUR LIVES .

• LAWYERS MARKETERS PUBLICRELATIONS PRACTITIONERS COUNSELLORS ADMINISTRATORS

POLITICIANS ETC THRIVE ON PERSUASIVE COMMUNICATION.
THREE CORNERSTONE OF PERSUASION

1. ETHOS
2. PATHOS
3. LOGOS
ETHOS
Dimensions of ethos Ways to demonstrate
1. Goodwill Show respect for listener attitude and experience.
2. Expertise Provide strong support for your claims
Document sources of support .
3. Dynamism Use appropriate volume and vocal emphasis .
Assume a confident posture .
Be energetic in presentation.
PATHOS
Ways to enhance pathos in public speaking Examples
Personalize the issue ,problem ,or topic Include detailed examples

Tell stories that give listeners a sense of being in

situations experiencing problems
Appeal to listeners ‘s needs and values Show how your position satisfies listeners needs

Use examples familiar to listeners to tie your idea to

their values and experiences.

Bring material alive Use visual aids to give listeners vivid graphic
understanding of your topic
Use active concrete language to point verbal pictures
 CONTENT
LOGOS • ARGUMENTS
• BENEFITS
• FACTS
• FIGURES
• DATA
• NUMBER
• SCIENTIFIC RESEARCH
• PROCESSES
 CHALLENGES OF PERSUASIVE COMMUNICATION

PERSUASIVE COMMUNICATION IS MORE CHALLENGING THAN MOST OF ALL THE COMMUNICATION DUE TO THE
FOLLOWING REASONS :

• IT IS AN AMBITIOUS FORM OF COMMUNICATION WHICH DEMANDS MORE AUDIENCE ANALYSIS AND ADAPTATION .
• PERSUASIVE COMMUNICATION INEVITABLY FACES RESISTANCE FROM THE AUDIENCE
• IN THE PERSUASIVE COMMUNICATION WE HAVE TO TUSSLE WITH THE LISTENERS KNOWLEDGE ABOUT THE SUBJECT
AND PREDISPOSITION TOWARDS IT
THANK YOU !!