Contemporary Persuasion

Powerful Persuaders

What we have learned


Welcome to the Powerful PersuadersComm R321Persuasion Instructor: Kristina SheelerIUPUI: Communication Studies**


The act of a sender transmitting a message to a receiver with the targeted result of the exchange being the receiver taking the action desired by the sender.

Persuasion is Jane Austen’s last completed novel, was published posthumously in 1817

Anne Elliot who broke off the engagement with Frederick Wentworth 8 years before the book starts, taking the advice of her very good friend

Advice can be a very strong method of persuasion expecially when it comes from someone that we trust, respect, love or look up too.

There are five major characteristics of persuasion in the media age:

  • persuasion is audience oriented
  • persuasive effects are over determined
  • much is left unsaid
  • persuasion is ubiquitous but invisible
  • persuasion variables are reflexive
(Borchers, p 29, 2005)

"Advertising is fundamentally persuasion and persuasion happens to be not a science, but an art".
-William Bernbach

public transportation
public transportation



Television Commercials

  • Have you ever bought clothing because they were the latest style?
  • Have you ever seen a commercial or ad and then later decided you wanted the product?
  • Have you ever changed your eating habits because of ads or news stories that you saw?

If so, you have encountered persuasion!