I. Why Study Persuasion?

  1. One of Two Great Forms of Change
    1. Persuasion --- acquiring or altering attitudes
    2. Learning --- acquiring or altering behavior

  2. Tradition in Western Civilization
    1. the Rhetoric of Aristotle
    2. relates to ethics, law, socialization

  3. The Look, the Feel, the Fabric of our Lives: Persuasion
    1. communication is a human characteristic
    2. people, society, and communication are interwoven


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Updated March 21, 1996; Copyright © SBB, 1996