Dr. Azim Ostowar Ghafuri - THE MAGIC OF PERSUASION

Persuasion, primarily as a communication process, is an effort to convey information in such a way as to get people to revise old pictures in their heads or form new ones and thus change their behaviour. The basic objective of most programs is either to change or neutralize hostile opinions, to crystallize unformed or latent opinions or to conserve favourable opinions by making reinforcing them. (Ross R. Understanding Persuasion; Englewood Cliffs 1990)

Persuasion has been a major research topic in the social and behavioural sciences during recent years. This research has been directed toward testing old insights accumulated over many centuries of theorizing about the persuasion process and also has revealed new relationships. The number of investigations show no sign of diminishing and it is likely that coming decades will show similar progress. Since manipulation of attitudes and behaviour is obviously the autonomy of the individual it is fortunate that study continues to be devoted to ways of producing resistance as well as compliance to persuasive communication.

We have briefly described persuasion, its definition and evolution, its principles and techniques.

In the next chapters of part I we discuss and describe the main spheres of persuasion such as advertising, public relations and propaganda.

In next chapter we will take the most important and the most expensive and the most controversial sphere of persuasion advertising

Текст предоставлен ООО «ЛитРес».

Прочитайте эту книгу целиком, купив полную легальную версию на ЛитРес.

Безопасно оплатить книгу можно банковской картой Visa, MasterCard, Maestro, со счета мобильного телефона, с платежного терминала, в салоне МТС или Связной, через PayPal, WebMoney, Яндекс.Деньги, QIWI Кошелек, бонусными картами или другим удобным Вам способом.