Persuasion Essay

1038 Words5 Pages
Persuasion is the business creating thoughts, actions or feelings about something to achieve a particular outcome. (G.Magee, 2014) There are many types of persuasion, and many means of persuading others. Choosing the appropriate method of persuasion can have a large impact on the effectiveness of persuasion. Types of Persuasion In persuasion, the Mere Exposure Theory, the Dissonance Theory, and the Social Judgment Theory are used. Each of these theories of persuasion explains why it works or does not work in any specific setting. Depending on the theory, certain means of applying these theories can be successful or unsuccessful. The Mere Exposure Theory of persuasion states that people will be persuaded simply by repeated exposure. (G.Magee, 2014) This theory applies to much of today’s advertising. Marketers strategically place ads in locations like billboards, buses, magazines, and play commercials repeatedly during prime time television. The use of repeated exposure uses the Mere Exposure Theory to create constant visual persuasive episodes of a particular merchants products or services. The Cognitive Dissonance Theory states that persuasion occurs when cognitive dissonance is created or alleviated by the persuader. (G.Magee, 2014) The target of the persuasion will continue to behave, think or feel a specific way if the persuader eases the cognitive dissonance. If the persuader creates dissonance, the target will be more likely to alter their ways of thinking, feeling or acting to lessen the dissonance. The Social Judgment Theory explains that people can only be persuaded to change in small degrees. (G.Magee, 2014) The persuasion is related to the message that matches the target's thoughts or feelings. This theory addresses how... ... middle of paper ... ...ractical in this scenario because it leads the audience to think about the irony, as opposed the possible counter argument. Using irony effectively is hard to accomplish in certain situations, but, when used properly, it could expand the efficacy of an argument to a larger more diverse audience. Conclusion: Humor can be a powerful tool used in persuasion, but it does not come without risk. When used effectively, humor can provide many benefits in a persuasion attempt in advertising, business transactions, and dealings, politics, retail and many other areas. However, when used improperly, an attempt at humor can have the opposite effect and negate the message altogether. Works Cited Cline, T. W., & Kellaris, J. J. (1999). The Joint Impact of Humor and Argument Strength in a Print Advertising Context: A Case for Weaker Arguments. Psychology & Marketing, 69-86.
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