This ppt will help ones to know and understand the meaning of persuasion and how can one persuade anyone to buy his product or follow him.

1. Negative and Positive
Persuasive Language
PRESENTED TO: Dr. ANU SINGH LATHER
Presented By:
 Bhaskar Aryan
 Sagar Nigam
 Debashish Roy
 Krishan keshav
 Bipin Goyal

2. 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.

3. 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

4. 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."

5. Nature of Persuasion
We are surrounded by persuasion
Obvious or intentional persuasion
Nonobvious or accidental influence
Persuasion is an “art” as well as “science”.

6. 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.

7. How Persuasive message
appeals
Persuasive messages may appeal to logic or to
emotions.
There are two types of Persuasive messages:
 Negative
 Positive

8. Negative Persuasive Messages
Types of negative Persuasive Messages:
 Negative Emotional Appeal
 Negative Logical Messages
 Negative Persuasion in Business

9. 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.

10. 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

11. 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.

12. Positive Persuasive Messages
Types of Positive Persuasive Messages:
 Positive Emotional Appeal
 Positive Logical Messages
 Positive Persuasion in Business

13. 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.

14. 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.

15. 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."

16. How would you persuade
someone to do….
( or not to do )
something, or to buy an
item or service?

17. When writing something which is
intended
to persuade, there are several
important
features to remember.

18. 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.

19. 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.

20. ELEMENTS OF THE PERSUASIVE
MESSAGE
Attention
Interest
Desire
Action

21. 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.

22. INTEREST
Build on the attention gained in the opening.
Present the benefits to the receiver.
Convince the receiver to continue reading

23. 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.

24. ACTION
Motivate the receiver to take immediate action.
Be positive.
Make action easy.

25. 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

26. 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.

27. 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

28. 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

29. 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.

30. 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