Chapter 5
THE LANGUAGE OF PERSUASION
“In making a speech, one must study three points: first, the means of producing persuasion; second, the language; third, the proper arrangement of various parts of the speech.”
Aristotle1
After completing this chapter, you should be able to:
- Understand people's values, beliefs, and attitudes in the context of persuasion.
- Appreciate the difference between influence and persuasion.
- Understand tools that help analyse complex business situations and bring about persuasion.
- Write persuasive documents.
INTRODUCTION
Persuasion is a kind of human communication designed to influence others by modifying their attitudes, values, or beliefs. However, persuasion is different from influence. While influence is ...
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