This file is related to Business Communication in which we study persuasive message of value,persuasive message of policy, persuasive message of speech. Types of evidence which are observation, interviews, survey data, experiments, personal experience.

1. Assignment of
business
communication

2. Presented to: Ma’am Asma
Presented by: GROUP 4
Members of group 4
Hooria Muthar BBA-19-19
Sheeza Tabassum BBA-19-23
Bisma Amjad BBA-19-27
Nigah-e-Batool BBA-19-31
Laiba Shehzad BBA-19-63
Momina Muthar BBA-19-81
Subject: Business
communication
Section: A
Semester: 4th
Session: 2019 - 2023
IMS

3. Presentation Outline
Persuasive message of fact, value Hooria Muthar BBA-19-19
Persuasive message of policy Momina Muthar BBA-19-81
Impact on Audience Laiba Shehzad BBA-19-63
Use of Evidence Sheeza Tabassum BBA-19-23
Use of Reasoning Nigah-e-Batool BBA-19-31
Use of Emotional Appeals Bisma Nazir BBA-19-27

4. PERSUASIVE
MESSAGE OF
FACT, VALUE
AND
POLICY

5. Persuasion
Persuasion is an umbrella term of influence.
Persuasion is the attempt to change a reader’s attitude, beliefs or action in your favor.
Persuasion can attempt to influence a person's beliefs, attitudes, intentions, motivations, or behaviors.
Persuasive Message
A persuasive message is written or spoken communication that compels the intended audience to respond
or act in a certain way.
A persuasive message is the central message that intrigues, informs, convinces, or calls to action
A persuasive message occurs when a person attempts to convince an individual or group to take certain
specific actions

6. TYPES OF PERSUASIVE MESSAGE
There are three types of persuasive speeches/message:
• Persuasive message of fact
• Persuasive message of value
• Persuasive message of policy
Persuasive Message Of Fact
Propositions of fact focus on establishing that something “is or isn’t” or is “true or false.”
In a persuasive speech, the speaker will ask and answer questions with facts in order to convince the audience
that the facts are true.
Example
• America has fifty states.
• Water is composed of two parts hydrogen and one part oxygen.
• The sun rises in the east and sets in the west

7. • Each statement is a proposition that can be proven true or false by checking with authorities, a map, a chemistry
textbook, and your experience and senses.
• Some propositions are quantifiable, like the number of states in the United States. Others are simply true or false,
like the correct composition of water.
Persuasive Message Of Value
• Propositions of value focus on persuading an audience that something is “good or bad,” “right or wrong,” or
“desirable or undesirable”, “worthwhile or worthless.”
• In persuasive speeches on questions of value, we argue something is “right or wrong”, “moral or immoral”, or
“better or worse” than another thing The appeals are made on value judgements.
Example
Pepsi vs. Coke : Persuading the audience that Pepsi is better than Coke is a question of value speech, as it hinges
on a value judgement.

8. Persuasive Message Of Policy
Policy
• A principle of behavior, conduct, etc., thought to be desirable or necessary, especially as formally expressed by
a government or other authoritative body.
• Persuasive speeches about questions of policy advocate for or against the status quo.
• Status quo: The state of things; the way things are, as opposed to the way they could be.
• Propositions of policy advocate that something “should or shouldn’t” be done.
• A proposition of policy is one that includes a statement calling for an action.
• While the proposition is based on some value premise, the focus of the discussion is not necessarily on this
underlying premise but more on the desirability and ability to act.
• It is important to note that policies do not lead to values; values lead to policies.
For example:
Proposing that students should spend more time on homework is a proposition of policy calling for a
specific action.

9. IMPACT
ON
AUDIENCE

10. INTRODUCTION
• An audience effect arises when a participant’s behaviour changes because they believe another person is
watching them. This effect is one of the oldest studied in psychology (Triplett 1898) and was the subject of
intensive study in the 60 and 70’s, with less interest since.
• Taking into account a modern understanding of social cognition across a wide range of populations, we
suggest it is time to look again at the audience effect.
• In particular, we consider whether audience effects can help us understand social cognition in diverse
populations, including people with autism, people with social anxiety, people of different ages and people
from different cultures. We also consider different possible cognitive mechanisms underlying the audience
effect, and how we can explore them.

11. INTRODUCTION
• Two central themes are explored throughout this paper. First, what is the relationship between the audience
effect and mentalising? Second, how do audiences affect different people in different ways?
• To explore these themes, we first provide definitions of key terms and give an overview of different theories.
• We briefly review major findings in typical populations using different tasks and cues to the presence of an
audience. A small number of neuroimaging studies have also examined audience effects and can provide
some insight into cognitive mechanisms. We will then move on to discuss individual differences, across
development, clinical conditions and cultures, and to neuroimaging studies.
• Finally, we consider different theories about the cognitive mechanisms underlying the audience effect.
Together these results can tell us more about what an audience effect is and how studying this old idea may
offer new insights into real-world social interaction

12. DEFINITIONS AND THEORIES
• An Audience effect is a change in behavior caused by being observed by another person, or the belief
that one is being observed by another person.
• The earliest suggestion that audiences could affect behavior came in the work of Triplett (1898), who
found that bicyclists were faster when competing against each other compared to competing against
the clock. Since that point, hundreds of studies have investigated how the presence of an observer can
change behavior on a variety of tasks. Here we summarize some key issues of terminology, and define
the terms we will use here. We then consider the many different theories have been put forward to
account for audience effects, with varying degrees of overlap between them. These include the
theories based on drive or arousal, on the self, on reputation management and on communication.

13. Overall, the aim of the present paper is to explore the relationship between mentalizing and the audience
effect, to see if this can advance research in social neuroscience and help us understand diversity
in social behavior.
In the following sections, we review established work on audience effects in typical populations, in order
to
set the scene. We then consider neuroimaging studies of audience effects—though limited in number,
these
can provide interesting hints about cognitive mechanisms.
Finally, we focus on the diversity of social cognition, considering audience effects across development,
across cultures and in atypical populations. We conclude by highlighting where further work is needed in
this area

14. USE OF
EVIDENCE

15. Evidence
Facts with supporting details (stories, experiences that
allow the reader to experience and understand the fact).
is a type of literary device that appears in different
categories of essays and theses, in the form of
paraphrase and quotations. It is presented to persuade
readers, and used with powerful arguments in the texts or
essays.
Importance of evidence in writing
Evidence gives your writing authority, and allows your reader to evaluate the basis of your assertions: whether they
are just a personal opinion, or whether they are backed up by extensive research.
Evidence builds credibility.
Accuracy: The evidence must be truthfully constructed and defined.
For example, if an argument hinges on the premise that grass is purple, no rhetorical technique will be able
to persuade the audience. Evidence must be accurate to be credible, as its credibility rests on its accuracy

16. Five rules of evidence
These five rules are:
- Admissible -Authentic
- Complete -Reliable
-Believable.

17. Types of Evidence to Support Your Opinion
Observation
State an observation and connect that observation to your opinion.
Interviews
Use quotes or information from an interview to prove your point.
Surveys/Data
Use data from a survey to prove your point.
Experiments
Include experimental data to prove your point.
Personal Experience
Cite personal experience to prove your point

18. Types of Evidence to Support Your Opinion
Examples
You may list examples to show variety, amount, and popularity.
Historic Events
Use a historic event to prove your point.
Expert Opinion
Use a quote from an expert in a related field of study.
Imagine Statement
Helping the reader imagine a world where your opinion/idea is alive.
Objection
Acknowledging a reader's possible objection to your idea, and telling them why they might want to think
differently.
Feelings
Telling how your opinion makes you feel, and can possibly impact others' feelings as well

19. TYPES • Goal #1
• Goal #2
• Goal #3

20. CONCLUSION
Even though evidence plays only a supporting role in the
persuasive process, it will probably be the largest single
section of your presentation.
Be expansive with it.
But don’t make the mistake of many presenters, who try
to overwhelm the audience with evidence and wear
down their resistance.
You may indeed be able to wear them down, but bored
people are not persuaded.
They’re just bored.

21. USE OF
REASONING

22. • . Reasoning is the process of using existing knowledge to draw
conclusions, make predictions, or construct explanations.
• . Reasoning skills generally refer to critical thinking skills like
analysis, evaluation and synthesis. However, they also include
• wider skills like more abstract thinking, creative thinking,
information processing and problem-solving.

23. Importance of Reasoning
Reasoning skills are recognized as the key abilities for human beings to create, learn and exploit
knowledge.
These skills are also an important factor in the process of human civilization.
Therefore, the importance of reasoning skills has been of great concern in educational settings and the
world of work.

24. HOW DO WE USE REASONING IN EVERYDAY LIFE?
Reasoning actually checks
your mental ability as in your
decision makings skills or
your ability to analyse
different aspects
etc. Reasoning makes you
think rationally, it will help
you to make decisions
efficiently and very
effectively.
It has Three types:
.
INDUCTIV
E
reasoning
.
.
DEDUCTIV
E
.
CAUSAL
reasonin

25. Inductive reasoning
Inductive reasoning, or inductive logic, is a type
of reasoning that involves drawing a general conclusion from a set
of specific observations. Some people think of inductive reasoning
as “bottom-up” logic, because it involves widening specific
premises out into broader generalizations.
Inductive reasoning is a type of logical thinking that involves
forming generalizations based on specific incidents you've
experienced, observations you've made, or facts you know to be
true or false.
Inductive reasoning is an approach to logical thinking that involves
making generalizations based on specific details. Inductive
reasoning is an important critical thinking skill that many
employers look for in their employees.
EXAMPLE:
An example of inductive logic is, "The coin I pulled from the bag is
a penny. That coin is a penny. A third coin from the bag is a penny.
Therefore, all the coins in the bag are pennies."

26. Deductive reasoning
Deductive reasoning is a basic form of
valid reasoning. Deductive reasoning, or deduction,
starts out with a general statement, or hypothesis, and
examines the possibilities to reach a specific, logical
conclusion.
In a deductive argument, if all the premises are true,
and the terms correctly applied, then it holds that the
conclusion will
also be true. This is alternatively referred to as “top-
down” logic because it usually starts with a general
statement and ends with a narrower, specific
conclusion.
Deductive reasoning is an important skill that can help
you think logically and make meaningful decisions in
the workplace. This mental tool enables professionals
to come to conclusions based on premises assumed to
be true or by taking a general assumption and turning
it into a more specific idea or action.
For example, "All men are mortal. Harold is a man.

27. CAUSAL
REASONING
Causal Reasoning is based on
having a
goal and defining what means and
choices
can be made. The
opposite,
Effectual Reasoning, involves being
given
the means and choices and defining
what
the goal
is.
Causal reasoning involves
understanding
the cause of events that have
already
happened (i.e., diagnosis) as
well as
predicting which future events will
occur.
People most often engage in causal
reasoning when they experience an
event that is out of the ordinary.
Thus, in some situations a person
may not know the cause of an
unusual event and must search for it,
and in other situations must evaluate
whether one known event was the
cause of
anothe
r.
EXAMPL
E:
For instance, that Sanding causes
dust and
Dust causes sneezing, they
conclude that
Sanding causes
sneezing.

28. USE OF
EMOTIONAL
APPEAL

29. • Appeal : The power of arousing a sympathetic response.
• Emotion : A strong feeling deriving from one’s circumstances
• mood or relationships with others.
For example:
Happiness
Sadness
Compassion etc.

30. Emotional appeal
• An emotional appeal is a method of persuasion that’s designed to
create an emotional response.
• Emotional appeals persuade audience by arousing the emotions .
They refer to the speaker or writer’s goal of arousing the emotions
of an audience to move them to act.

31. For example:
1. A college students asks his professor to accept a late paper. “ l’ve
worked all on this report. I know that it is past your deadline, but I have
to work full time while also attending college.”
2. A telephone company ad, shows a small, sweet grand mother sitting
patiently by the phone waiting for her loved ones to call.

32. USE OF EMOTIONAL APPEAL
• An appeal to emotion is an effort to win an argument without facts,
logic or reason, but instead by manipulating the emotions of the
audience.
• Authors use it to invoke smpathy from an audience to make the
audience feel what the author wants them to feel.
• It refers to the approach used to attract the attention of consumers or
to influence their feelings towards a product.

33. THANKY
OU