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Many writings such as critics, reviews, reaction papers, editorials, proposals, advertisements, and brochures use different ways of persuasion to influence readers. Presenting strong evidence, such as facts and statistics, statements of expert authorities, and research findings establishes credibility. Readers will more likely be convinced to side with the writer’s position or agree with his or her opinion if it is backed up by verifiable evidence. Concrete, relevant, and reasonable examples can enhance the writer’s idea or opinion. They can be based on observations or from the writer’s personal experience. Accurate, current, and balanced information adds to the credibility of persuasive writing.
The writer does not only present evidence that favor his or her ideas, but he or she also acknowledges some evidence that opposes his or her own. In the writing, though, his or her ideas would be sounder. Ethos is the appeal to ethics. It convinces the audience of the credibility of the writer. The writer’s expertise on his or her subject matter lends to such credibility. The level of education and profession of the writer also come into play. Logos is the appeal to logic reason.
It is the most commonly accepted mode in persuasion because it aims to persusive Writing scientific in its approach to argumentation. In writing, facts are presented in a logical manner, and faulty logic is avoided. Pathos is the appeal to emotion. This aims to convince the audience by appealing to human emotions. Persuasion is an umbrella term of influence. Persuasion can attempt to influence a person’s beliefs, attitudes, intentions, motivations, or behaviors. Persuasion began with the Greeks, who emphasized rhetoric and elocution as the highest standard for a successful politician.
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All trials were held in front of the Assembly, and both the prosecution and the defense rested, as they often do today, on the persuasiveness of the speaker. Humans attempt to explain the actions of others through either dispositional attribution or situational attribution. Dispositional attribution, also referred to as internal attribution, attempts to point to a person’s traits, abilities, motives, or dispositions as a cause or explanation for their actions. A citizen criticizing a president by saying the nation is lacking economic progress and health because the president is either lazy or lacking in economic intuition is utilizing a dispositional attribution. Situational attribution, also referred to as external attribution, attempts to point to the context around the person and factors of his surroundings, particularly things that are completely out of his control. A citizen claiming that a lack of economic progress is not a fault of the president but rather the fact that he inherited a poor economy from the previous president is situational attribution.
Fundamental attribution error occurs when people wrongly attribute either a shortcoming or accomplishment to internal factors, and disregarding any external factors. In general, people tend to make dispositional attributions more often than situational attributions when trying to explain or understand a person’s behavior. This happens when we are much more focused on the individual because we do not know much about their situation or context. The theory of planned behaviour is the foremost theory of behaviour change. Theories, by nature however, prioritise internal validity, over external validity. They are coherent and therefore make for an easily and reappropriated story.
Conditioning plays a huge part in the concept of persuasion. It is more often about leading someone into taking certain actions of their own, rather than giving direct commands. This conditioning is thought to affect how people view certain products, knowing that most purchases are made on the basis of emotion. Just like you sometimes recall a memory from a certain smell or sound, the objective of some ads is solely to bring back certain emotions when you see their logo in your local store.
Leon Festinger originally proposed the theory of cognitive dissonance in 1957. He theorized that human beings constantly strive for mental consistency. Our cognition can also be in agreement or disagreement with our behaviors. Festinger suggests that we are motivated to reduce this dissonance until our cognition is in harmony with itself. Revisiting the example of the smoker, he can either quit smoking, reduce the importance of his health, convince himself he is not at risk, or that the reward of smoking is worth the cost of his health.
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