11.0 Introduction

Learning Objectives

  • Identify and demonstrate how to use six principles of persuasion.
  • Describe similarities and differences between persuasion and motivation.
  • Identify and demonstrate the effective use of five functions of speaking to persuade.
  • Label and discuss three components of an argument.
  • Identify and provide examples of emotional appeals.
  • Demonstrate the importance of ethics as part of the persuasion process.

Professional Perspective

image of a man with a moustacheDhavit is passionate about personal health and wellness and is planning on using his knowledge to develop a speech to help persuade some fellow colleagues to stop smoking cigarettes. As you read through this chapter, consider how Dhavit might adapt his planning and delivery to help persuade some of his colleagues to stop smoking.

No doubt there has been a time when you wanted to persuade someone to help you achieve a goal, or convince your manager about something at work, so you have likely spent time thinking about how you were going to present your request. Have you considered that many people—including people you have never met and never will meet—want something from you? When you watch television, advertisements compete for your attention, whether you watch them or not. When you use the internet, pop-up advertisements often appear. Most people are surrounded, even inundated, by persuasive messages; mass and social media have a significant effect on persuasive communication. This chapter is about how to communicate with persuasion and how to convince others to consider your point of view.

51. Introduction” from Communication for Business Professionals by eCampusOntario is licensed under a Creative Commons Attribution-NonCommercial-ShareAlike 4.0 International License.


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Talking Business Copyright © 2023 by Laura Radtke is licensed under a Creative Commons Attribution-NonCommercial-ShareAlike 4.0 International License, except where otherwise noted.

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