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Course Content


Persuasion is the process of influencing an individual or group to action or belief. Persuasion techniques are the methods that are used to influence people.

Here are some persuasion techniques:

  • The use of logic and reason to persuade people.
  • The use of emotional appeals such as fear, love, anger and happiness.

Pathos is the appeal to a person's emotions, such as pity and terror. Ethos is the appeal to a person's character and values.


  • The appeal to a person's emotions, such as pity and terror.


  • The appeal to a person's character and values.

Persuasion is the act of influencing someone's thoughts, beliefs, or actions. There are two types of persuasion techniques:

  • Direct: This technique is used when you want to make a person change their opinion without having them agree with you. For example, if someone is not interested in buying your product but after a few minutes of convincing they finally agree to do so
  • Indirect: This technique is used when you want to influence someone's thoughts and beliefs without making them change their opinion. For example, if someone agrees with you on a certain topic and then they start thinking about it in their own way

In your speech or writing, you can demonstrate ethos by sounding fair and exhibiting your experience or pedigree: "As a doctor, I am qualified to say that this course of treatment will almost certainly produce the best results."

Pathos can be noticed in language that elicits emotions such as pity or wrath in a listener: "We're all going to die if we don't move soon! Can't you realise how risky staying would be?"

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