Negative and Positive

Persuasive Language

PRESENTED TO: Dr. ANU SINGH LATHER

Presented By:

Bhaskar Aryan

Sagar Nigam

Debashish Roy

Krishan keshav

Bipin Goyal

What is Message?

A verbal, written, or recorded communication sent to or left for a recipient who cannot be contacted directly.

A significant political, social, or moral point that is being conveyed by a film, speech, etc.

Role in HUMAN Communication

In communication between humans, messages can be:

Verbal: Example face-to-face communication, telephone calls, voicemails etc.

Non-Verbal: Example by the use of body languages

Meaning of Persuasion

So what exactly is Persuasion?

Persuasion can be defined as "...a symbolic process in which communicators try to convince other people to change their attitudes or behaviours regarding an issue through the transmission of a message in an atmosphere of free choice."

Nature of Persuasion

We are surrounded by persuasion

Obvious or intentional persuasion

Nonobvious or accidental influence

Persuasion is an “art” as well as “science”.

What is Persuasive Message?

A persuasive message is a request for action

A Persuasive Message is a message that is aimed at influencing an audience that is more inclined to resisting.

How Persuasive message

appeals

Persuasive messages may appeal to logic or to emotions.

There are two types of Persuasive messages:

Negative

Positive

Negative Persuasive Messages

Types of negative Persuasive Messages:

Negative Emotional Appeal

Negative Logical Messages

Negative Persuasion in Business

Negative Emotional Appeals

People use negative emotions -- fear, anxiety and disgust, for instance -- to craft negative persuasive messages.

For example, anti-smoking messages are generally fear messages.

Negative Logical Messages

Negative logical messages show that negative results will follow a certain action or inaction.

For example, an argument may use statistics from the March of Dimes to show that mothers who drink alcohol during pregnancy are more likely to have miscarriages or premature delivery

Negative Persuasion in Business

In a business setting, a negative persuasive message generally threatens negative consequences as a means of motivation.

For example, an evaluation for an employee with unsatisfactory job performance threatens disciplinary action.

Positive Persuasive Messages

Types of Positive Persuasive Messages:

Positive Emotional Appeal

Positive Logical Messages

Positive Persuasion in Business

Positive Emotional Messages

The same kinds of messages can use positive appeals.

For example, a positive anti-smoking campaign would show kids doing well in school, looking healthy and happy and having lots of positive friends.

Positive Logical Appeals

Positive rational messages use facts, statistics and details

For example, a positive persuasive message on drinking during pregnancy would emphasize that those who choose not to drink have healthier babies who are three times more likely to have normal intelligence and twice as likely to be born healthy and alive.

Positive Business Messages

Positive persuasion in a business situation emphasizes positive action.

For example, an employee evaluation could say, "I appreciate your insights, and look forward to hearing from you more often in meetings."

How would you persuade

someone to do….

( or not to do )

something, or to buy an

item or service?

When writing something which is intended

to persuade, there are several

important

features to remember.

CHECKLIST FOR PERSUASIVE

WRITING

Open with a statement of the issue being addressed.

State your position on the issue.

Main body of text contains the arguments that are elaborated with reasons and evidence ( facts ).

End with a summary.

LANGUAGE FEATURE

Use mainly the present tense.

Use logical and cause and effect connectives.

Use emotive language.

Use technical language.

Use rhetorical questions.

Dare the reader to disagree.

Try to make opinions sound like facts.

Use powerful verbs and strong adjectives.

ELEMENTS OF THE PERSUASIVE

MESSAGE

Attention

Interest

Desire

Action

ATTENTION

Capture the receiver’s attention in the opening sentence.

Compel the receiver to read or listen to the message in its entirety.

Be positive and brief.

INTEREST

Build on the attention gained in the opening.

Present the benefits to the receiver.

Convince the receiver to continue reading

DESIRE

Build on the receiver’s attention and interest by providing proof of benefits.

Stress benefits to the receiver.

Downplay any negative points or obstacles.

ACTION

Motivate the receiver to take immediate action.

Be positive.

Make action easy.

Varieties of Persuasion

Anti-war persuasion:

Billboards

Celebrity endorsers

Infomercials

Logos, insignia

TV commercials

Merchandising Print ads Product

placement Spam, pop-up

ads Sponsorship Telemarketing Social media

Pervasiveness of Persuasion

Advertising spending is expected to increase $162 billion in 2014.

The average person is exposed to 300-400 persuasive messages per day from the media alone.

The average person is exposed to 300-1500 advertising messages per day.

The average person watches 1,000 commercials per week.

An average of $800 per person is spent on advertising in the U.S. each year.

Pervasiveness of Persuasion

Buzz marketing illustrates the pervasiveness of persuasion

In addition to traditional media, persuasion relies on:

Viral marketing

Word of mouth marketing (WOM)

Social media marketing

Interpersonal Persuasion

Persuasion in interpersonal contexts

Most influence attempts occur in the interpersonal arena

Persuasion is most effective in face-to-face contexts

Less obvious or overt

Harder to say “No” in person

Easier to analyze, adapt to one’s audience

Ethical Concerns

The study of persuasion is fraught with ethical concerns.

Little of the good in the world could be accomplished without persuasion.

Not studying persuasion, won’t make persuasion go away.

People who claim that persuasion is manipulative are themselves taking a persuasive stance.

Positive Side of Persuasion

Persuasion is not a dirty word

Persuasion is a powerful, positive social force

Persuasion is necessary, essential to human interaction

Persuasion is our friend

Essential to public health awareness campaigns

Crucial for charities, philanthropic organizations

Useful for motivating and inspiring people