Persuasion 2
Persuasion is the force exerted to influence behavior that includes a reflected change in attitude. Everyday we are bombarded with messages from people who wish to influence our behavior and attitudes. Persuasion can be used to accomplish good as well as bad, though, in my paper I will refrain from making value judgements and only report the factual aspects. I will discuss the two basic routes to persuasion, the elements involved, and ways to protect current attitudes and behaviors from change. When trying to persuade someone, there are two different methods from which to choose the central and peripheral routes. The central route persuades by using direct arguments and pertinent information. The peripheral route persuades people by association with incidental cues that are pleasing to the senses. The central route is used to reach people who are more motivated and analytical, while people who are less analytical and less involved are more likely to be influenced by the peripheral route. In advertising a combination of the two is common and effective. Computer ads rely primarily on the central route, because their target audiences are perceived as highly analytical. Promotion for alcohol and tobacco products employ
structure behind a persuasive message. It is important to identify which route is being used (central or peripheral) and understand the effect of the communicator, the content of the message, the method of communication, and the reaction by the audience. Counterarguements in making a public commitment strengthen out resistance to persuasion. Role-Playing was used to strengthen commitment to non-smoking by public declaration and the repeated dialogue stimulated counterarguements. To truly understand the effects of persuasion on people you need to be familiar with the the peripheral route because they wish to draw attention away from the possible negative effects that they are, in reality, associated with. To truly understand the effects of persuasion it is necessary to break the act down to its smaller components. The for elements of persuasion are 1.) The communicator, 2.) The message content, 3.) How it is communicated, and 4.) The receiver of the message. The content of the message is important but also whoever gives the message has an effect on peoplešs acceptance of it. The major determinant of the communicatoršs success are his/her perceived credibility and attractiveness. Credibility, or believability isdetermined by the communicatoršs appearance as an expert or as someone who can betrusted. Expertise is established when the communicator is introduced as someone who has a great deal of knowledge concerning the topic of conversation. When the communicator relays viewpoints that are identical to the audience she/he will be perceivedas smart. Also, to project an image of expertise it is necessary to speak confidently andwithout hesitating. Trustworthiness of the communicator is assumed if direct eye contact isused and speech is rapid. If the speaker is seen as not trying to influence or is arguing a position that is against their personal interest they will be considered trustworthy. An attractive communicator has certain qualities, like physical appeal and similarity, that draw in the audience. If the arguments of the attractive speaker are more readily accepted, central route persuasion has occurred or if we are persuad
Some common words found in the essay are:
, POWšs Korean, Alfred McAlister, central route, peripheral route, content message, effects persuasion, attitude inoculation, truly understand effects, understand effects persuasion, understand effects, element persuasion, route persuades, message receiver, analytical people,
Approximate Word count = 1449
Approximate Pages = 6 (250 words per page double spaced)
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