Topic 2

Traditional
&
Humanistic
Approaches

1
Learning Outcomes:
 Discuss persuasion basic ideas
and process.
 Describes two approaches in
understanding persuasive
communication studies.
 Describe any coaxing approach.
What is APPROACHES?
What is APPROACHES?
• A method/basis used in doing something.
• The philosophy that leads to a action.
PERSUASION APPROACHES

Humanistic
Traditional *Epistemological Dialectical
* Aristotle *Epistemic Scoot
Fisher’s Narrative

Persuasion
Approaches
Traditional Approaches:
Aristotle Constructive Approaches

 Based on the ancient history of Greece.

 The right of people to raise issues and require
them to argue on behalf of themselves in any
dispute.
 Rhetoric is an important element in persuasion.
Aristotle Constructive Approach
Elements
1. Adaptation to the context and objectives
 Persuasion unable to be represented with only one
approach.
 Recognised segmented audiences.
 Persuasion should be based on these contexts:
i. Forensic discourse (the past)
ii. Epideictic passage (present)
iii. Deliberative discourse (future)
 Adaptation was not just to the place but also to the
proposed activity.
 In the present context, persuasion may be referred to
promotion, advertising, social marketing.
Aristotle Constructive Approach
Elements
2. Audience Adaptation & Equality Thoughts
 Aristotle assumes listeners in a different context
but have a universal thought.
 A good approach that can be applied to variety of
audiences.
 Suggests avoid bias on someone -- promotes
something positive out of a negative state.
 Applying the method of appeals.
 Reaffirmation of something that has been
believed.
Aristotle Constructive Approach
Elements
Types of Proof
 Proof or artistic appeal.
 3 main types of artistic evidence:
◦ Ethos (ethics, reputation)
◦ Pathos (emotion)
◦ Logos (intellectual/rational)

◦ Places (topics) of argument (topoi) – consumers’ major

premises
 Apply and audience manipulation through mode
diversity vocal intonation, rhythm and tone of
voice.
Aristotle Constructive Approach
Elements
4. The Language Potential
 Careful selection of the language part of the
successful strategy.
 Recommendations for emotional expression.
 Should be consistent with the context and
situation.
 Suitable for use when audiences have in common
or share your feelings.
 Applications of metaphor.
Humanistic Approaches:
Epistemological & Dialectical
Approaches
 Emphasis on the concept of truth.
 Apply dialogue than public speaking.
 Persuasive through the “human, creative
processes” which is known as epistemic or
a way of knowing about things.
hypothesis-> answer-> Cross response.
 Reflecting ethical persuasion.
Humanistic Approaches:
Scott’s (1993) Epistemic Approaches (cont…)

 Persuasion consist of exploration process in

the search for truth.
 Truth is not static but change.
 Not enough to just have one method/
strategy in persuasion.
 This approach suitable for social change.
Humanistic Approaches:
Fisher’s Narrative Approaches
 Fisher (1978) suggested that all rational behavior
can be understood through the use of stories,
drama or narrative.
 Success or failure depends on narrative
continuity and consistency.
 Through coherence (consistency of a story) and
fidelity (realistic), narrative approach is capable
of covering various aspects of human behavior.
 Forming an integrated idea that led to the
identification of common 'world view'