These are the competences that the students of this subject will acquire:



1. To be able to EVALUATE the function of persuasion in current societies, to differentiate between its several manifestations and to grasp the common base of all of them.

2. To be able to INTERPRET the psychological processes triggered in persuasive interaction through applications of social psychology.

3. To be able to ANALIZE persuasive pieces and to be able to explain key components of theirs efficacy.

4. To be able to DESIGN strategies and suitable persuasive messages for each specific situation.



These learning results develop the following generic competences that are common to the three Grades in which the subject is taught: to understand communication theories and apply them to practice, to analyse and to evaluate in a critical way facts and communicative projects, to plan and to manage communicative projects, and to apply creative approaches to resolve communicative problems.

1. Oral Communication: Peer to peer and speaker to audience.

2. Attitude creation and change.

2.1. Attitudes: definition and structure.

2.2. Attitudes: functions and consecuences.

2.3. Attitudes: measurement.

3. Theoretical perspectives.

3.1. School of Yale.

3.2. Social Judgement Theory

3.3. Cognitive Answers Theory

4. Source of persuasion

4.1. Credibility

4.2. Liking

4.3. Authority

5. Persuasive Message

5.1. Content

5.2. Organization.

6. The effect of personal characteristics on persuasion.

7. The context. Channels and Mass Media. Framing.

This subject combines different learning and teaching methods that aim to develop the desired competences. In that regard, not only the lecturing of fundamental theories, models and concepts of persuasive communication will be used, but also the active participation of the students in debates and presentations about them will be promoted. In practical sessions, individual or team exercises and oral expositions will be used.

CONTINUAL EVALUATION SYSTEM



The standard evaluation of this subject is continual and will be done in the following way:



1. Theoretical part: multiple choice and/or open answer written exam(s) (50%).

2. Practical: several practices during the course (50%)



a) Analysis and creation of persuasive pieces

b) Assistance to and delivery of class practices

c) Oral presentations and debates during practices.



The materials and resources, technological or otherwise, that are allowed during the evaluation tasks will be specified in the student’s guide.



This evaluation system will be applied both face-to-face and/or non-face-to-face, in the event that the

situation demanded. In case of non-face-to-face assessment, the written exam(s) may be replaced by oral exam(s) if connection problems or other considerations at the discretion of the teacher so require.



In order to be evaluated though continual evaluation system, the student must attend and deliver at least 80% of the face-to-face or telematic practices. Also, it is mandatory to pass the theoretical exam in order to be evaluated in the continual evaluation. Failure to pass the theoretical exam will result in the failure to pass the entire course.



RENOUNCE TO CONTINUAL EVALUATION SYSTEM



The student can renounce to the continual evaluation system. He or she must do so within the first 9 weeks of class through a written declaration directed to the teacher of the subject.



FINAL EVALUATION SYSTEM



There is another evaluation system: the final evaluation system. This system will consist on one exam in the official date. This exam will have a theoretical (50%) and a practical part (50%). Failure to pass the theoretical part will result in the failure to pass the entire course.



RENOUNCE TO ORDINARY EXAM CALL



In the continual evaluation system, the student can renounce to the regular exam. In order to do so, he or she has to write his or her teacher at least a month before the official date of the exam. In this case, the mark will be Not evaluated.



In the final evaluation system, the student can renounce to it by simply not taking the exam. In this case, the mark will also be Not evaluated.

All the material that the teacher will upload to the eGela platform during the course will have to be read by the students.

Basic bibliography

Robert B. Cialdini (2009): Influence: Science & Practice. Pearson International Edition.



Perloff, R.M. (2017) (6th Ed.). Communication and Attitudes in the 21th Century. Routledge.

In-depth bibliography

Aristóteles (1997). La retórica. Madrid. Gredos.

Boronat, D y Pallarés, E. (2009). Vender más en internet. La persuabilidad o el arte de convertir usuarios en clientes. Barcelona. Gestión 2000.

Boush, David M.; Friestad, Marian; Wright, Peter (2009). Deception in the Marketplace. The psychology of deceptive persuasion and consumer self protection. Routledge.

Briñol, P., Petty, R. E. (2005). Individual differences in attitude change. In D. Albarracín, B. T. Johnson, & M. P. Zanna (Eds.), The handbook of attitudes and attitude change (pp. 575-616). Hillsdale, NJ: Erlbaum.

Castelló Martínez, Araceli y Del Pino Romero, Cristina (2019). De la publicidad a la comunicación persuasiva integrada.
Madrid: ESIC.

Fogg, B.J. (2003). Persuasive Technology. Using computers to change what we think and do. Morgan Kaufmann Publishers.

Garzia, J. (2008). Jendaurrean hizlari. (Ahozko) Komunikazio gaitasuna lantzeko eskuliburua. Alberdania.

Igartua, J.J. (2007). Persuasión narrativa. El papel de la identificación con los personajes a través de las culturas. Alicante: Ed. Club Universitario.

Knowles, E.S., Linn, J.A. (2004). Resistance and persuasion. Lawrence Erlbaum.

Lakoff, G. (2007). No pienses en un elefante. Lenguaje y debate político. Madrid. Universidad Complutense.

León, J.L. (2008). Persuasión pública. Universidad del País Vasco. Servicio Editorial.

López Vazquez, B (2007). Publicidad emocional. Estrategias creativas. Madrid. ESIC.

Lozano, J. (2013). Persuasión. Las estrategias del creer. Bilbao: Servicio Editorial de la Universidad del País Vasco.

Moliné, M. (1988). La comunicación activa. Publicidad sólida. Bilbao: Ed. Deusto.

O'Keefe, D.J. (2002). Persuasion. Theory and Research. 2nd ed. Thousand Oaks: Sage.

Pratkanis, A.; Aronson, E. (1994). La era de la propaganda. Uso y abuso de la persuasión. Barcelona: Paidós.

Journals

1. Cuestiones Publicitarias. Revista Internacional de Comunicación y Publicidad. Universidad de Sevilla

2. Comunicación y sociedad. Universidad de Navarra. Facultad de Comunicación

3. ZER. Revista de Estudios de Comunicación. Edita la Facultad de Ciencias Sociales y de la Comunicación

4. Control de la publicidad

5. El publicista.