ABSTRACT
This chapter examines words and their effects on social influence. It begins by discussing the nature of symbols and of meaning, which are integral to understanding the relationship between language and persuasion. The chapter also examines the role of language in the process of persuasion. It also begins with an examination and definition of the term symbol. The chapter looks into ultimate terms, which, because of their strong connotations, have incredible persuasive power in a culture. It considers the power of labels and how, oftentimes, through the use of euphemisms and doublespeak, persuaders attempt to lessen (or strengthen) the connotative impact of a word. The chapter discusses several language variables that affect persuasion. Without some measure of agreement on the meanings of words, communication and persuasion would be difficult, if not impossible. In addition to politicians, people in the business world are fond of using ultimate terms as persuasion devices.
