Theories of Persuasion
Persuasion
• Identification Theory
Kurt Komaromi
Introduction to Strategic
Communication
Burke’s Theory
• We have a need to
connect with each
other
• Rhetoric is a tool to
identify with others
• When our interests
connect, we achieve
consubstantiality
 Kenneth Burke
Sources of Identification
• Material identification - owning the
same goods
• Idealistic identification - shared
attitudes, ideas and values
• Formal identification - participation in
same organizations, events,
institutions
Identification Strategies
Effective Content
• Common ground - appeal to shared
interests
• Antithesis - united by a common
enemy
• Unconscious - use of “we” to convey
unity
• Representation - identify with
individual we admire
• Supporting materials - illustrations
and case histories vs. statistics and
data
• Two-sided arguments vs. one-sided
• Explicit vs. implicit conclusions
• Positive vs. negative content
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Effective Content
• Creativity and humor
• Emotional appeals
• Fear appeals
• Reference group appeals
Organizing Persuasive
Messages
• Psychological ordering of
information
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2.
3.
4.
5.
Attention
Need
Satisfaction
Visualization
Action
Sources
• Burke, K. (1950). A rhetoric of
motives
• Ferguson, S.D. (1999).
Communication planning: An
integrated approach
• Monroe, A.H. (1945). Principles and
types of speech
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