This course will introduce students to the fundamental concepts of persuasion, the variables involved in the persuasive communication process, and theories of persuasion. It will provide a foundational knowledge base of persuasion theories used in the fields of public relations and advertising, which are referred to as persuasion industries. The aim is to enable students to explain and discuss the relationship between perception, attitude, and behavior.

This course covers definitions of persuasion, the differences between persuasion and related concepts, theories of perception, attitudes, and behavior, persuasion theories, the characteristics of the source, the characteristics of persuasive messages, the characteristics of the receiver, and persuasion in public relations and advertising campaigns as well as in everyday life.