ABSTRACT
The definition of persuasion is: persuasion is the process of attempting to change or reinforce attitudes, values, beliefs, or behavior. The process of studying persuasion is all about connecting and engaging. Connection refers to the power of communication to link and relate you to people, groups, communities, social institutions, and cultures. This introduction also presents an overview of the key concepts discussed in the subsequent chapters of this book. The book connects persuasion to an ethical perspective, because it's the foundation of evaluating persuasion in one's life. It surveys the most common theories of persuasion. The chapter treats argumentation as a topic that's central to your study of persuasion. It then explores the persuasive power of the visual. It also connects people study of persuasion to media—the variety of message delivery formats, such as print news, radio, television, and the Internet, that have evolved over time.
