LESSON 1

INFORMATIVE, PERSUASIVE,
ARGUMENTATIVE
COMMUNICATION
Learning Objectives

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

◦ Learn about Informative, Persuasive and Argumentative
Communication
Initializing
Communication is made for numerous purposes. The way messages are crafted
depends highly on the intention of the sender.

In a supermarket, A sales agent makes sure that the way a product is promoted
gets consumers buying. A news anchor delivers information in such a way that
all the facts are clearly stated doing away with words that may cause confusion.
On the other hand, a criminal lawyer must design his arguments supported by
facts to convince the judge and the jury.
Informative Communication
Informative Communication
-involves giving than asking. As an informative communicator, you want your
receivers to pay attention and understand, but not to change their behavior.

◦ OSBORN (2009) purports that Informative Communication arises out of three

deed impulses:
a. We seek to expand our awareness of the world around us.
b. We seek to become more competent.
c. We have an abiding curiosity about how things work and how they made.
When preparing for an Informative exchange ask yourself the
following question:

1. Is my topic noteworthy to be considered informative?

2. What do my recipients already know about my topic?
3. What more do they have to know?
4. Am I knowledgeable enough of my topic to help my receivers
understand it?
Persuasive Communication
Persuasive Communication
-Is an art of gaining fair and favorable considerations for our point of view. It
a. provides a choice among options.
b. advocates something through a speaker.
c. using supporting material to justify advice.
d. turns the audience into agents of change.
e. asks for strong audience commitment.
f. gives importance to the speaker’s credibility.
g. appeals to feelings.
h. has higher ethical obligation.
Argumentative Communication
Argumentative Communication
-relies heavily to the sound proof and reasoning. The nature of proof has been
studied the Golden Age of Greece and has been improved through time.
According to Aristotle, logos, ethos and pathos are the three primary format of
proof. In our time, whoever, many scholars have confirmed the presence of the
fourth dimension of proof, mythos, which suggests that we respond to appeals
to the traditions and value of our culture and to the legends and folktales that
embody them.
https://www.marketing91.com/rhetorical-triangle-use/
Lucas (2007) claims that to avoid defective argumentation, the following must be avoided:
1. Defective evidence
◦ Misuse of facts
◦ Statistical fallacies
◦ Defective testimony
◦ Inappropriate evidence

2. Defective patterns of reasoning

◦ Evidential Fallacies
a. Slippery slope
b. Confusing facts with opinion
c. Myth of the mean
◦ Flawed proofs
◦ Defective arguments
-END-