The Power of Persuasion, Second Edition

Persuasion is a powerful tool. Attorneys use it to win cases. Politicians practice the art to harvest votes. Salespeople and advertisers rely on it to sell everything from soap to skyscrapers. Preachers weave persuasion into their sermons. Parents try to motivate children and children try to influence their parents.

Persuasion can help or hurt. It can help people land a job, earn a living, or get a friend through a tough time. But it can also make the unwary spend more money than they should and get them tangled in commitments they don't want to make.

'The Power of Persuasion' examines persuasion from two perspectives: how does effective persuasion work and what can be done to protect oneself from unwanted forms of influence?

Topics include:

Part 1
-The secret of successful persuasion
-Why image or ethos is so important
-The emotional hook: Why is it so effective?
-Logical persuasion: When to use it
-Self-motivation methods

Part II
-Knowing when and how to resist advertising and sales
-Contending with cults
-What to do about the power of film and television
-Political persuasion: What to watch for
-The link between persuasion and ethics


Harry Hazel is Professor of Communication Arts at Gonzaga University. For the past thirty-four years, he has taught college classes and professional seminars on the subject of persuasion. His articles have appeared in a number of academic journals. Hazel also wrote the book 'The Art of Talking to Yourself and Others', and he co-authored 'Communicating Effectively: Linking Thought and Expression' with John Caputo, Colleen McMahon, and Deanna Dannels.