Persuaders – be it advertisers or politicians – often face the challenge of convincing their audience of a position opposite of their preexisting attitudes. This course focuses on the persuasive role of communication and provides an overview of some of the main dynamics in the persuasion process, including its antithesis: resistance to persuasion. By incorporating classic and contemporary theories of persuasion, we analyze the various factors that render a message persuasive (or not).

These include:

(a) the source

(b) the message

(c) the message transportation, mobilization strategies

(d) the receivers

(e) the psychological mechanisms that underlie these communication processes.

The course combines theoretical lectures with practice-based sessions, where the students use their theoretical knowledge to analyze real-world examples and create a persuasive campaign on their own.