The document outlines principles of persuasive communication, emphasizing the definition and characteristics of persuasion, along with various persuasion theories such as social judgment theory and cognitive dissonance theory. It includes case studies for graded participation, illustrating different persuasion scenarios and their outcomes. The document also highlights the importance of ethics in persuasion, stressing honesty, respect, and social responsibility.

1. AGC320
PERSUASIVE COMMUNICATION
PRINCIPLES
WEEK 1 (JULY 26, 2024)
AJ. CHRISTINE

2. AGENDA
Chapter 1
• Topic Discussion
- The Concept of Persuasion
- Defining Characteristics of Persuasion
• Graded Participation
• Blackboard Discussion Question
2

3. 3
4 PERSUASION THEORIES
•Social judgement theory
•Cognitive dissonancy theory
•The theory of reasoned action
•Elaboration likelihood model

4. 4
Graded Participation!!!
Why, if everyone hears the
same thing presented
exactly the same way, we
could still all take a different
meaning from it?

5. 5
Social judgement theory
= Muzafer Sherif
= Carl Hovland
Latitude of Acceptance
Latitude of Rejection
Latitude of Non-
commitment

6. TOPIC 1:
THE CONCEPT OF PERSUASION
How would you define
persuasion?
When have you been persuaded? When
have you persuaded someone else?
Graded
Participation!!!

7. 3 SITUATIONS
Situation 1
Situation 2
Situation 3

8. Which of these
situations involve
persuasion?
Graded Participation!!!

9. Situation 1
Shekera, a 20-year-old female and full-
time student at a state university, is
sitting in her nutrition class with Dr.
Kalibo listening to her explanation how
complex carbohydrates are broken down
into simple carbohydrates. Shekera loves
the class and feels she has learned so
much about food, diet, and health. Since
the beginning of the semester, Shekera
has almost quit drinking soda, has
started eating vegetables every day, and
has quit adding cream to her coffee.

10. Situation 2
Jake and Melinda have been dating for 2 years and
have lived together for the past 8 months. Melinda
regrets moving in with Jake and has decided to
move out. This evening Melinda broke the news to
Jake.
Jake responded with complete rage and began
breaking things. Melinda yelled and pleaded with
him to stop, and the Jake saw the fine porcelain
Lladro figurine that her beloved grandmother had
brought to her from Spain. Jake grabbed the
Lladro, held it over his head and said “ Tell me you
won’t move out. Promise me you’ll stay, and I won’t
break it. If you leave, I break it.” Melinda agreed to
stay.

11. Situation 3
Nick is an 18-year-old male in his first year of
college. On his way to class one day, he see
a flyer for the rowing club. It looks like fun,
and Nick decides to go to the informational
meeting that evening. At the meeting,
several members of the club spend a few
minutes describing their experiences with
the club, how much fun it is, and how many
fun people they have met. By the end of the
meeting, Nick can’t wait to sign up. As he fills
out the membership form, the club
members congratulate him and welcome
him to the rowing club.

12. TOPIC 2
DEFINING CHARACTERISTICS OF PERSUASION
1.Persuasion involves symbolic
interaction using a shared
symbol system.
12
2. Persuasion requires intent.
3. Persuasion involves two or more
persons.

13. CONTINUATION!

14. What is the most
target of
persuasion?
Behavior

15. WHY STUDY
PERSUASION?
to be more successful
persuader
to be better consumers
of information
to better understand what
they observe happening
around them

16. Aristotle

17. PERSUASION AS ONE OF
MULTIPLE FORMS OF
INFLUENCE
Communication
Influence
Persuasio
n
Coercion
Education

18. THE ROLE OF ETHICS IN
PERSUASION
Honesty and Transparency
Respect for the Audience
Fairness
Social Responsibility
Long-Term Relationships
Consequences of Actions