Persuasive Communications

1. Persuasive Communications
Dr. G C Mohanta, BE, MSc(Engg), MBA, PhD(Mgt)
Professor

2. Persuasion and Persuasive
Communication
The term ‘persuasion’ means to force someone
into something.
The art of persuasion is the art of finding the
best available means of moving a specific audience
in a specific situation to a specific decision.
Persuasive communication means, persuading
others to understand what one is trying to
communicate.
Persuasive communication has one core
purpose: get the readers to support, believe, and
act in favour of presenter.

3. Designing Persuasive
Communications
First, establish communications objective.
Create awareness
Promote image
Message retention
Stimulate action

4. Designing Persuasive
Communications (Contd.)
Second, choose media strategy.
Which Media does your target audience listen to
or read?
Consumer profile - specific media consumers
read or watch.
Audience profile - descriptions of audiences that
listen to/watch specific media.

5. Designing Persuasive
Communications (Contd.)
Third, decide on message strategy.
Goal of the message strategy is to be
persuasive relative to the communications
objective.
Issues to be considered:
Words vs. pictures
Vividness
Repetition
Semantics

6. Inoculation Theory
Presenting refutational arguments to
consumers before they hear it from others
makes the message appear more credible.
Inoculates consumers from competitors’ ads
that will be negative.

7. Comparative Advertising
Messages that directly compare a brand to a
competing brand.
Comparison in terms of one or more specific
attributes.
Most effective when they help consumers
differentiate between two brands.
Disadvantages: Consumers may not be able to
differentiate false claims.

8. Emotional Appeals
Fear appeals
Used in over 15% of TV ads
Used to either encourage or discourage certain
behaviors
The intensity of the fear appeal is related to its
effectiveness - moderate levels of fear appear to
be most effective.

9. Humor Appeals
Humor Appeals
Most effective when:
Clearly identifies brand and humor does
not overwhelm the product
Distracts attention away from counter
argument
Appropriate to brand’s image
Used with existing products
Used with low-involvement products

10. Humor Appeals (Contd.)
Most effective when:
Audience is younger, better educated,
upscale, professional
Ads are shown in action-adventure
environment rather than sitcoms
(contrast effect, Gestalt)

11. Abrasive Advertising
An unpleasant ad that antagonizes
listeners
Agony commercials that show graphic
detail upsetting to consumers

12. Sex Appeals
Effective when sex is related to the
advertised product.
Ineffective, if it is used just to attract
attention - may interfere with message
comprehension and cognitive processing.

13. Language
It’s very important to use language that fits the
audience and the purpose you want to achieve.
Inappropriate language uses can damage your
credibility, undermine your argument, or alienate
your audience
The following sums up the aspects of language:
1. Levels of Formality
2. In-Group Jargon
3. Slang and idiomatic expressions
4. Deceitful language and Euphemisms
5. Biased language

14. Levels of Formality
The level of formality should be determined by
the expectations of your audience and your
purpose
Formal (To an unknown audience
Semi-formal (To a well-known individual or
audience)
Informal (Incorrect)
Distinguish between formal and semi formal
depending on purpose

15. Group Jargon
Jargon or specialized language used by small
groups of like-minded individuals.
Avoid using in-group jargon in general audience without
explanations.
Use group-specific jargon, if you want to address in-group
audience.
Not using the jargon when it is expected by your
audience can
 Signal to the audience that you are not a member of
that group
 Mean you have not mastered the group's terminology
Can damage your credibility
Interfere with your purpose in presentation.

16. Slang and Idiomatic Expressions
Avoid using slang or idiomatic
expressions ("pull someone's leg", "spill
the beans", and "something smells
fishy“).
These words make one sound
informal, and hence, less credible.

17. Deceitful Language &
Euphemisms
Avoid using any language whose purpose is deceitful
i.e. seems to mislead or cheat.
Euphemisms are terms that attempt to cover up that
which is wrong, unethical, taboo, or harsh.
Language can also be deceitful if it is overly complex
or confusing.
 Confusing language is deliberately created and is
used to downplay the truth or to evade
responsibility.

18. Stereotypes and Biased
Language
Avoid language that is stereotypical or biased in
any way.
Biased language occurs with gender, can also
offend groups of people based on sexual
orientation, ethnicity, interest, or race.
Stereotyped Language
Stereotyped language assumes a stereotype about a group of
people.
Non-Sexist language
Non-sexist, non-biased way is both ethically sound and
effective.
Uses-Generic- Humankind instead of Mankindinstead of Mankind
Occupation – Firefighter instead of Fireman

19. Processes to Persuade by A
Communication
There are four kinds of processes that determine the
extent to which a person will be persuaded by a
communication.
1. Attention: One must first get the intended audience to
listen to what one has to say.
2. Comprehension: The intended audience must
understand the argument or message presented.
3. Acceptance: The intended audience must accept the
arguments or conclusions presented in the
communication; this acceptance is based on the rewards
presented in the message.
4. Retention: The message must be remembered, have
staying power.

20. Variables for Persuasive
Communication
1. Source: What characteristics of the speaker
affect the persuasive impact?
2. Communication: What aspects of the
message will have the most impact?
3. Audience: How persuadable are the
individuals in the audience?
4. Audience Reactions: What aspects of the
source and communication elicit counter arguing
reactions in the audience?

21. The Persuader
1. There will be more opinion change in the
desired direction if the communicator has high
credibility.
2. The credibility of the persuader is less of factor
in opinion change later on than it is immediately
after exposure.
3. A communicator's effectiveness is increased if
he/she initially expresses some views that are also
held by the audience
4. What an audience thinks of a persuader may
directly influence their thinking about the message.
5. Communicator characteristics, irrelevant to the
topic of the message, can influence acceptance of
its conclusion.

22. How To Present the Issues
1. Present one side of the argument when the
audience is generally friendly.
2. Present both sides of the argument when the
audience starts out disagreeing with you,
3. When opposite views are presented one after
another, the one presented last will probably be
more effective.
4. There will probably be more opinion change in
the direction you want if you explicitly state your
conclusion than if you let the audience draw their
own.

23. Audience as Individuals
1. The level of intelligence of an audience
determines the effectiveness of some kinds of
appeals.
2. Successful persuasion takes into account the
reasons for underlying attitudes as well as the
attitudes themselves.
3. Individual's personality traits affect his/her
susceptibility to persuasion.
4. There are individuals who are highly
persuadable and who will be easily changed by any
other influencing attempt.
5. Ego-involvement with the content of the
communication increases the acceptance of its
conclusion

24. Persistence of Opinion Change
a) A communication from a positive source leads to
more rapid decay of attitude change over time than
one from a negative source.
b) A complex or subtle message produces slower
decay of attitude change.
c) Attitude change is more persistent over time if the
receiver actively participates in.
2. Repeating a communication tends to prolong its
influence.
3. More of the desired opinion change may be found
some time after exposure to the communication than
right after exposure .