THE ART OF PERSUASION
Instructor: Katalin Goldstein
katalin.goldstein@uni-corvinus.hu
THE COURSE
• RABBIT
http://www.youtube.com/watch?v=GM_x246S3nM
"Talk to me,Howard.
You never talk to me."
"While the economy appears sluggish, primarily in the
goods-producing industries, the overall service sector is
buoyant, with continued growth in jobs and incomes, as
evidenced by recent employment data."
”The most important thing in communication is to
hear what isn't being said."
P. F .DRUCKER
”As soon as you move one step up from the
bottom, your effectiveness depends on your
ability to reach others through the spoken and
written word.”
PETER DRUCKER
”If you can’t explain it simply, you don’t
understand it well enough.”
ALBERT EINSTEIN
”Language is a part of our organism and no less
complicated than it.”
”The limits of my language mean the limits of my
world.”
LUDWIG WITTGENSTEIN
PERSUASIVE WORDS
YOU
FREE
EFFECTIVE
PROVEN
CHALLENGE
NEW, BRAND NEW
INSTANTLY
GUARANTEE
RESULT
HEALTH
PERSUASIVE COMMERCIALS
DRINK
TRANSPORT
PERSUASIVE SLOGANS, TAG LINES
• Your potential. Our passion
Microsoft
• Have it your way
Burger King
• Between love and madness
lies obsession
Calvin Klein’s Obsession
• HSBC. The world’s local
bank
HSBC
• Everything We Do is Driven
By You
Ford
• Just Do It
Nike
• Think different
Apple
• Let’s Make Things Better
• Sense and Simplicity
Philips
POLITICAL SLOGANS
• Labour Isn't Working – 1978 Conservative Party
poster devised by Saatchi and Saatchi. The poster
showed a long queue outside a 'unemployment office'
commenting on the high levels of unemployment.
• Britain Deserves Better – British Labour Party slogan
and manifesto title for the 1997 General Election. The
slogan was matched by the use of D:Ream's Things can
only get better as the campaign song.
POLITICAL SLOGANS
• Stay the course – A slogan popularized by the Bush
administration as the strategy for the Iraq War
• We are the 99% – a solidarity internet meme
commonly associated with the 2011 Occupy Wall Street
and associated protests.
• Workers of the world, unite! – A communist slogan
coined by Karl Marx from The Communist Manifesto.
POLITICAL SLOGANS
• It’s Time to Change America – a theme of the 1992
U.S. presidential campaign of Bill Clinton
• Yes We Can – 2008 U.S. presidential campaign slogan
of Barack Obama.
• Change We Can Believe In – 2008 U.S. presidential
campaign slogan of Barack Obama.
• Forward – 2012 U.S. presidential campaign slogan of
Barack Obama
TOPICS TO BE DEALT WITH
• PERSUASION – INSPIRATION – MANIPULATION
• CULTURE – INFLUENCES – ETHICS
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SOCIAL AND PSYCHOLOGICAL APPROACHES
LANGUAGE - DISCOURSE – REGISTER -SEMANTICS
IS IT ENGLISH?
RHETORIC – PRESENTATION
COMMUNICATION THEORIES (SOME)
MUSIC AS A ‘LANGUAGE’; ITS ROLE IN PERSUASION
• IMAGES
COURSE REQUIREMENTS
• YOU CANNOT MISS MORE THAN 3 SESSIONS
• CLASSROOM PERFORMANCE
• PREPARATION – READING – QUESTIONS, COMMENTS (100-150
words)
• DELIVERING A 30 MINUTE LONG PRESENTATION
• Analysis of a speech, campaign, etc., (group work)
• SLIDES
• DESIGNING A PERSUASION SPEECH/IMAGE, CAMPAIGN, ETC. (group
work)
• ESSAY – INDIVIDUAL OR GROUP (4-5 pages)
• USE OF OUR WEB PAGE http://artofpersuasion.wikispaces.com/ or page
2
• RESEARCH WORK
• SETTING UP DISCUSSIONS
EVALUATION
In marking the seminar presentation and the essay, the following
aspects will be considered:
• the degree of understanding of the subject matter.
• the range of relevant literature used.
• the appropriate use of empirical data.
• the extent to which material has been synthesised.
• the clarity and coherence of the overall presentation.
• the student’s ability to speak concisely and effectively within the time
constraint.
• the effectiveness with which oral questions are dealt.
• the language used in the essay and in the presentation.
• THE EXTENT TO WHICH PERSUASION IS DEMONSTRATED
TOPICS
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G. ORWELL (language – how to use it)
N. CHOMSKY (language – what is it?)
M. L. KING (rhetoric, structure)
DAN SPERBER (communication theory)
PINKER (language – social aspect – mind – meaning)
T. MORRISON (the beauty/power of language, structure)
G. LAKOFF (the strength of metaphors, politics)
D. TANNEN (women and men)
S. JOBS (inspiration)
SOCIAL MARKETING (language and behaviour changes)