COM3107
Fundamentals of
Persuasive
Communication
W E E K 1 : C O U R S E O V E R V I E W,
INTRODUCTION TO PERSUASION
COM3107
Fundamentals of Persuasive Communication
This course aims to:
• Introduce of the dominant principles and perspectives on persuasion.
• Examine of the key concepts, theories, and research in the area of persuasive
communication.
• Analyze persuasive messages that occur in both interpersonal and mass mediated contexts.
• Equip students with a set of skills in moving from theoretical persuasion analysis to the
practical production of persuasive messages in a variety of professional contexts such as
public relations, advertising, and political campaign across a range of media.
Assessment Requirement
Individual Assignments (5% x 6)
SIX In-Class Exercises throughout the semester. The instructions and details will
be announced later in class.
Quizzes (15% x 2)
TWO quizzes, consist of multiple-choice questions and short questions. There are
NO make-up for quizzes.
Assessment Requirement
Group Project Presentation (30%)
Students will form into groups of 5 – 6 and create a communication campaign to
persuade your audience about a certain topic.
Peer Evaluation (10%)
After Group Project Presentation, students will evaluate oneself, group members
and fellow classmates. In 250 – 300 words, evaluate your own contribution as well
as your group members’, then choose ONE of your favourite project campaigns
(but not your own group’s) to talk about how persuasive it is.
Class Schedule
Week Date Tasks Remarks
1 16 Jan Course Overview, Introduction to Persuasion
2 23 Jan Theories of Persuasion In-Class Exercise 1
3 30 Jan Psychology of Persuasion
4 6 Feb Persuasion, Language and Visual Images In-Class Exercise 2
5 20 Feb Motivational Tools, Delivery and Use of Visual Aids Quiz 1
6 27 Feb Evidence and Reasoning In-Class Exercise 3
7 5 Mar Reading Week (No Class) Submit Group List
8 12 Mar Non-Verbal Message in Persuasion Communication In-Class Exercise 4
9 19 Mar Attitude measurement, Source & Audience Factors In-Class Exercise 5
10 26 Mar Interpersonal Persuasion In-Class Exercise 6
11 2 Apr Advertising and Marketing Persuasion Quiz 2
12 9 Apr Group Presentation I
13 16 Apr Group Presentation II Peer Evaluation Due
Fundamentals of Persuasive Communication
• Persuasion (n.) /pəˈsweɪʒən/
• The action or process of persuading someone or of
being persuaded to do or believe something
• 演說 ; 說服
Aristotle’s Rhetoric
the art of persuasive speaking
Persuasive speaking
• Persuasive speaking is not only a modern or contemporary concept, but it is a
skill that’s highly valued since ancient period.
• In ancient Greece and Rome, public persuasive speaking played a very important
role in education and civic life.
• The great philosopher Aristotle even wrote a book called “Rhetoric” in the third
century BC, which means the art of persuasive speaking.
• Nowadays “Rhetoric” is still regarded as the most important book in persuasive
speaking.
The Role of Persuasion
• Aristotle first wrote about the art of persuasion
• "communication designed to influence listeners'
choices"
The Art of Rhetoric
• according to Aristotle
• the 3 key components in persuasion:
ethos, logos and pathos
Ethos
• "ethics" in Greek
• refers to a sources' credibility
• profession
Logos
• "logic" in Greek
• facts and statements that build a logical
argument to persuade
• research, statistics and established facts
Pathos
• "emotions"
• emotional appeal used in the persuasive argument
• Speaker is believable
• Using factual arguments
with reasons
• Gains attention through
emotional means
• Persuasion is possible
Defining Persuasion
• a communication process in which the communicator seeks to elicit a desired
response from his/her receiver (Andersen, 1971, p. 6);
Defining Persuasion (cont'd)
• a conscious attempt by one individual to change the attitudes, beliefs, or
behavior of another individual or group of individuals through the transmission
of some message (Bettinghaus & Cody, 1987, p. 3);
• a symbolic activity whose purpose is to effect the internalization or voluntary
acceptance of new cognitive states or patterns of overt behavior through the
exchange of messages (Smith, 1982, p. 7);
• a successful intentional effort at influencing another's mental state
through communication in a circumstance in which the persuade has some
measure of freedom (O'Keefe, 1990, p. 17); and
Defining Persuasion (cont'd)
• a symbolic process in which communicators try to convince other people to
change their own attitudes or behaviors regarding an issue through the
transmission of a message in an atmosphere of free choice (Perloff, 1993, p.
17)
1. Persuasion is a
Symbolic Process
• takes time: "habit is habit"
• consists of numbers of steps, actively
involves the recipient of the message
• unlike a boxing match, persuasion is
more like teaching, moving people
step by step to a solution, helping
them appreciate why the advocated
position solves the problem best
1. Persuasion is a symbol as a form of language in which
one entity represents a concept or idea
Symbolic Process
as a tool to persuade, it changes attitudes
and mold opinion
language is subject to multiple
interpretations, meanings differ
depending on the interpretations
individual apply to the same message
Example:
The Pro-Life vs Pro-
Choice Debate
a message that uses the word "fetus"
or "unborn child" has strikingly
different meanings to both pro-life
and pro-choice audience
2. Involves an Attempt
to Influence
• must intend to change another individual's
attitude or behaviour and must be aware (at
least at some level) that they are trying to
accomplish this goal
• social influence: broad process in which the
behaviour of one person alters the thoughts or
actions of another, can occur when receivers
act on cues or messages that were within a
context of intentional messages that are
initiated by a communicator in the hope of
influencing the recipient
Example:
Go Green on Monday
In-Class
Screening:
• cannot force people to be
3. People Persuade persuaded
• only to activate their desire
Themselves and show them the logic
behind
• Can be verbal or nonverbal
4. Involves the • Can be relayed interpersonally or
through mass media
Transmission of a communication
• Can be reasonable or
Message unreasonable
• Can be factual or emotional
• Can be an argument or just some
simple cues
5. Requires
Free Choice
• Individual are free to alter their own behaviour or to do
what they wishes in a communication setting
Defining Persuasion (recap)
• a symbolic process in which communicators try to convince other people to
change their own attitudes or behaviors regarding an issue through the
transmission of a message in an atmosphere of free choice (Perloff, 1993, p.
17)
BARACK
OBAMA
MALALA
YOUSAFZAI
Why Persuasive Communication?
Importance of Persuasive Communication
• Helps you in delivering your points and ideas
• Makes you a motivational speaker
• Building your Charisma
• Gives you leadership qualities, advancing your positions
• Art of positive manipulation
• Being relatable
Persuasive Speaking
VS Conversation?
Persuasive Speaking vs Conversation
Similarities
• Organizing thoughts logically
• Tailoring message to audience
• Telling story for maximum impact
• Adapting to feedback
Persuasive Speaking vs Conversation
Comparatively, persuasive speaking is…
• Much highly structured
• Requires more formal language
• Requires different methods of delivery
Speech Communication
Process
Speech Communication Process
Source of illustration: Lucas, S. E. (2015). The Art of Public Speaking (12th Edition). New York: McGraw Hill.
Speech Communication Process
Speaker
Listener
Message
Channel
Feedback
Interference
Situation
Speech Communication Process
I. Speaker
• Be knowledgeable in the subject matter
• Be well-prepared
• Be well-mannered
• Be enthusiastic
In-Class Screening:
II. Listener
• Everything said is filtered through the listener’s
frame of reference (sum of listener’s knowledge, goals, values,
and attitudes)
• Everyone has a different frame of reference, the
speaker should always adapt the message to
different audiences
• Be audience-centred!
III. Message
• Identify your goals, then select the right information and
supporting details
• Organize your ideas
• Use accurate, clear, vivid and appropriate words
• Use the right tone of speech, gestures, facial expressions etc.
IV. Channel
• Make good use of the setting
• Engage your audience with eye contact, Q&A, technology etc.
V. Feedback
• Pay attention to the reaction from audience
(e.g. facial expression, postures, gestures)
• Adjust your message / speech / context accordingly
VI. Interference
• A message could be impeded by external and
internal interferences
• A good speaker should always hold the audience’s
attention! (e.g. use visual aids)
Interference...
VII. Situation
• Pay attention to the occasion (e.g. graduation ceremony, class
presentations)
• Pay attention to physical setting (e.g. small classroom,
auditorium hall)
• Pay attention to the medium (e.g. platforms, printed or
interactive)
Persuasive Speaking and
Critical Thinking
• Focused, organized thinking
• Relationships among ideas
• Soundness of evidence
• Differences between facts,
opinions
Avoid Ethnocentrism
Ethnocentrism
= Believing one’s group is superior to all other groups
• Avoiding Ethnocentrism
• Respect different values and beliefs
• Adapt messages to audience’s values and expectations
• Imagine yourself in place of the listeners / receivers
• Open to feedback
• Chapter 1 - Perloff, R. (2017). The
Dynamics of Persuasion: Communication
and Attitudes in the 21st Century(6th ed.).
New York, NY: Routledge.
• Chapter 1 - Larson, C. U. (2007).
Persuasion: Reception and Responsibility
(12th Ed.). Belmont, CA: Wadsworth
After Class Learning.
Reading
