Theories of Persuasion

Chapter 3 begins with a case study involving Dove’s #ShowUs body positivity campaign and then discusses what communication theory is. Next, the chapter overviews various early theories, including the following: Aristotelian theory, including artistic proofs and inartistic proofs; Rank’s model of persuasion, including intensification and downplaying strategies; and the narrative paradigm, which includes discussions on coherence and fidelity. Then, this chapter explains various social theories related to persuasion. These social theories include attribution theory; social judgment theory; elaboration likelihood model, which includes an overview of the various routes in which ideas travel; social learning theory; and tension reduction theories, including cognitive dissonance, balance theory, and uses and gratifications.