Persuasive Communications, Campaigning and Public Opinion & Reputation Management - Essay Example

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There were examples of persuasion in the Bible, such as when John travelled the countryside spreading the word that Christ is coming. Niccolo Machiavelli wrote an entire book about persuasion, entitled…
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Persuasive Communications, Campaigning and Public Opinion & Reputation Management
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Download file to see previous pages s many different channels to reach the target audience, from regular advertising to public service announcements, Internet banner ads, and telephone marketers. Because of the power of the Internet, the advertisements move at a faster speed than ever before, combining celebrities with symbols and commodity signs. Persuasive websites are used to persuade the Internet audience about anything that one can think of. Companies are in business simply because they focus on how best to persuade an audience. The messages that are broadcast on the Internet, television, in print, etc., use all sorts of persuasive techniques, from flattery, empathy, nonverbal communication and likeability appeals. Symbols are used, such as symbols of wealth and prestige, or symbols of social consciousness – entering a Nordstrom and seeing a fashionable man playing a piano is an example of the former, a Benetton ad featuring a dying AIDS patient is an example of the latter. Some persuasive appeals are disguised as news. Whatever is being persuaded, there is a theory behind how it works, and this is the focus of this particular essay. Along with the focus on how it works will be analysis of how persuasion is employed in campaigns, as well as how persuasion is used to shape and mold public opinion.
Perloff (2008) states that persuasion first involves the persuader’s awareness that he or she is trying to influence somebody else (p. 15). Therefore, a dog or a cat who curries favor from their owners, in order to get foods or treats, would not be considered to be persuading, because they do not have the awareness that their owner wants to change. Persuasion is symbolic, and is really a step by step process. The symbols that might be used might be symbols with cultural meanings, such as the flag, a Star of David or a Holy Cross. It may be attained by images, such as the Nike swoop or the McDonald’s golden arches (Perloff, 2008). Moreover, persuaders do not really operate by persuading others to ...Download file to see next pagesRead More
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