A Preface to Persuasion Methods
ACCEPTANCE or rejection of some person, group, product, program, policy, nation, race, or religion is the fundamental aim of all persuasion. Four simple devices are used to achieve either of these aims.
The Acceptance, or "Virtue," Device -- designed to cause us to accept by association with "good" words, symbols, acts.
The Rejection, or "Poison," Device -- to cause us to reject by association with "bad" words, symbols, acts.
The Testimonial Device -- to cause us to accept or reject by the testimony or evidence of persons considered "good," "respectable," "successful," or inversely a "horrible example."
The "Together" Device -- to cause us to accept or reject by the application of any or all of the former devices applied through the pressure of group or mass emotion and action.
These four devices comprise, so to speak, the four sides of a square within which all persuasion is contained. Once this is understood and digested you can
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Publication information: Book title: The Process of Persuasion. Contributors: Clyde R. Miller - Author. Publisher: Crown. Place of publication: New York. Publication year: 1946. Page number: 139.
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