Persuasive Communication is About Changing Opinions


In today’s world, Persuasive Communication is used in Advertising.

The objective of Persuasive Communication Skills is to be able to convert or change the attitude or behavior of the target segment so as to motivate it to do something or buy a  product.  The practical aspect of the application of Persuasive Communication Skills is seen in social campaigns like family planning campaigns, adult literacy campaigns, etc., and this technique is especially used in the field of advertising.


  Steps for Designing Persuasive Communication:


o   Establish Communication Objective-Create awareness

o   Promote Image of the product/company

o   Message Retention by the audience

o   Stimulate Action e.g., Priest Guiding the Villagers.

o   Message retention e.g., Tag Lines of advt.

o   Stimulate Action e.g. to get people to buy

o   Choosing the Media Strategy: Which media will get to the target audience.                                                             

o   Customer profile – of the consumer

o   Audience Profile – of all the listeners

o   Decide on Message Strategy: Words with Pictures, Vividness, Repetition

o   Semantics

o   Inoculate against competitors or negative advertisements

o   Comparative advertising – in terms of one or two attributes.

o   Emotional Appeal

o   Fear Appeal – 15 % of TV on the intensity of fear

o   Humor Appeal e.g. Charlie Chaplin but should not hide the main message         xviii Abrasive Advertizing

o   Sex Appeal

o   Language – when abusive can be damaging

o   Aspects of Language- Deceitful Language, Biased Language, Slang, Euphemisms, etc. Idioms, deceitful language biased language cannot be used in advertising

o   Non sexiest language. Firefighter instead of a fireman.

   Process of Persuasion:

o   Attention

o   Comprehension

o   Acceptance

o   Retention

  Variables of Persuasive Communication:

o   Source

o   Communication

o   Audience

o   Audience Reaction

DHow to present the issues:

The last sentence is always remembered in advertising.

 Non-Verbal communication as an important tool of persuasion.

o   Hear what is not being said is covered under non-verbal communication as depends on wordless messages and cues from Body Language, Facial Expressions, Gestures,  Postures, etc.,

o   Non-verbal communication is conveyed as visual cues.

o   It is noted and interpreted more than words.

o   Can be different according to culture and individual differences

o   There are also chances of miscommunication through non-verbal communication cues as e.g., in interviews, grooming yourself, handshakes, etc.


Components:


o   Kinesics or body language

o   Oculesics or eye contact

o   Proxemics – the study of distances

o   Paralanguage cues like pitch, tone, voice modulation, intonation, etc.

o   Chronemics – synchronization of timings of verbal and non-verbal messages

o   Artefacts – things and way of dressing and accessories

o   Haptics – the study of touch language


Follow me on YouTube: https://www.youtube.com/channel/UCdfBlLqrMjZQ1DqbQdEDR1A

Visit my Blog: https://learnenglishcommunicationskills.blogspot.com


Comments

Post a Comment

Popular posts from this blog

HOW TO ANSWER TOP 20 JOB INTERVIEW QUESTIONS ?

Image
    TOP 20 - INTERVIEW QUESTIONS TO THINK ABOUT Questions Often Asked By Employers Find out what an employer wants most in his or her ideal candidate, then show how you meet those qualifications In other words, you must match your abilities, with the needs of the employer. You must sell what the buyer is buying .   1. Tell me about yourself.  ANSWER:   Start with the present and tell why you are well qualified for the position. Remember that the key to all successful interviewing is to match your qualifications to what the interviewer is looking for. }   Good Morning Sir, }   I am __________. I belong to  ______. }   I am pursuing/ have done my Bachelor’s in __________________from __________.  My area of specialization is _______________. }   I did my schooling from _________School, Pune. }   My hobbies are playing guitar, listening to music, and reading. }   Thank you!      2. What are ...
Read more

Business Correspondence

Image
What is a Business Letter or Commercial Letter?   1.   A business letter is usually a letter from one company to another, or between such organizations and their customers, clients, and other external parties. The overall style of the letter depends on the relationship between the parties concerned. 2.   The letter that contains business-related issues and information is called a business or commercial letter. It refers to the letter in which business or people exchange information with various business firms, customers, suppliers, employees, banks, insurance, companies, government agencies, and business associations aimed at selling or buying goods, obtaining information, placing orders, making an inquiry, etc and other related issues. Some important definitions of a business letter are given below:   Importance of Business Letter Business letters are used to sell products, make inquiries about customers or prices of goods, seek information and advice, maintain good...
Read more

Just a Minute (JAM)

Image
  JAM Just A Minute generally referred to as a JAM session, means the candidate has to speak out on the given topic within one minute of time. In some of the interviews, the candidate can choose his/ her own topic or the interviewer will pose a topic to speak. Generally, a JAM session is conducted to test the fluency of English. It plays a key role in the selection process. Much preparation will not be required for JAM, just read the newspaper daily and try to make conversation with your friends in English only. DO’s in  JAM   Follow the below list and make your JAM SESSION perfect. ·     Put a smile on your face until your session is finished. ·    D on’t be nervous while presenting the Session. ·     Explain the JAM Topic in simple and clear language. ·    P resent the topic with brief details. ·     Convey in an audible and clear voice ·     Give the presentation with Correct grammar. · ...
Read more