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Docente: Klaus Schönbach
Course type: Corso per dottorandi
Value in ECTS: 1.5
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Persuasive communication is any conscious attempt to influence behaviour by the use of symbols. This course will give an overview of the theories trying to explain why and how some of those attempts are more successful than others. We will get to know and discuss empirical evidence. And finally, we will evaluate persuasive communication in the light of our knowledge, both theoretical and empirical.
The course starts with arguments as the basic elements of trying to influence other people - since Aristotle and Cicero one of the most prominent topics of persuasion research. Persuasive strategies follow - they combine at least two components to make persuasion more effective. We also deal with issues such as the persuasiveness of specific communication channels and the persuasibility of specific groups in society. Finally advertising is discussed as a particularly tough case of persuasion – with a lot to learn from for our own practice.
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