ABSTRACT
One of the most recognisable forms of influence is known in the literature as persuasion. It occurs when our attitudes and behaviour are swayed by arguments. We are presented with information through television, the internet, newspapers, magazines, billboards and radio, in the hope that it will change our opinion. Politicians try to persuade us that their policies are right, manufacturers that their products are the best, charities that their cause is worth supporting and doctors that we need to make changes to our lifestyle.
