 | Chapter Outline
(See related pages)
| | | Persuasion and the Communication Model
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| | | What Is Persuasion, and What Is Its Purpose?
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| | | Values, Beliefs, and Attitudes
- Values
- Beliefs
- Attitudes
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| | | Why Persuasion Is Difficult
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| | | Strategies of Persuasion
- Determine Your Purpose
- Analyze Your Audience
- Appeal to Your Audience Using Logic
- Appeal to Your Audience Using Emotion
- Choose Your Language Carefully
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| | | Structure Your Material Effectively
- Questions of Fact, Value, and Policy
- One-Sided versus Two-Sided Arguments
- Order of Presentation
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| | | Build Your Credibility
- Expertise
- Dynamism
- Trustworthiness
- Ethics
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| | | The Influence of the Internet on Persuasive Communication
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