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 competences:



Degree competencies: G001, G002, G003, G004, G005, G006, G007, G008, G0010.



Transversal skills:



TS1- Autonomy and Self-regulation

TS2- Social commitment

TS4- Ethics and professional responsibility

TS7- Critical thinking

TS8- Teamwork



Subject-specific competencies:



C1Cc01: to reflect, understand and identify the main theories, ideas and concepts of historical, economic and linguistic thinking, applied to communicative phenomena.

C1CC02: to apply concepts, techniques and methodological procedures to the identification of documentary sources, case analysis and information and communication problems.

C1CC03: to analyze, interpret and critically evaluate texts, genres, formats and phenomena related to creation, information and written and audiovisual communication.

C1CC05: to develop oral, written and audiovisual expression and communication strategies appropriate to the different genres and formats of the different media.

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. Yale School.

3.2. Social Judgement Theory

3.3. Cognitive Response Theory

3.4. The Heuristic-Systematic Model of Persuasion

3.5. The Elaboration Likelihood Model of Persuasion

4. The source of persuasion

4.1. Credibility

4.2. Liking

4.3. Authority

5. The 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.



In order to be evaluated though continual evaluation system, the student must attend and deliver at least 80% of the face-to-face practices. To pass the course it will be necessary to pass both the theoretical part and the practical part.



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%). To pass the course it will be necessary to pass both the theoretical part and the practical part.



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 readings and exercises in the eGela platform during the course will be mandatory.

Basic bibliography

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



Perloff, R.M. (2021) (7th Ed.). The dynamics of persuasion. Communication and Attitudes in the 21th Century. Routledge.

In-depth bibliography

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

Armstrong, J.S. (2010). Persuasive advertising. Evidence-based principles. Palgrave Macmillan.

Aron, A.R. (2023). The climate crisis. Cambridge University Press.

Bernays, E. (2024). Propaganda. Martino Fine Books.

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

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

Feenstra, R.A. (2014). Ética de la publicidad. Retos en la era digital. Ed. Dykinson.

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.

Grupo Marcuse (2006). De la miseria humana en el medio publicitario. Melusina.

Kahneman, D. (2013). Thinking, fast and slow. Macmillan.

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

Lakoff, G. (2004). Don't Think of an Elephant: Know Your Values and Frame the Debate. Chelsea Green Publishing Co.

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.

Perloff, R.M. (2001). Persuading people to have safer sex. Applications of social science to the AIDS crisis. Routledge.

Pratkanis, A.; Aronson, E. (2001). Age of Propaganda: The Everyday Use and Abuse of Persuasion. Owl Books.

Journals

Comunicación y sociedad. Universidad de Navarra. Facultad de Comunicación

Comunicar. Revista científica de comunicación y educación. https://revistacomunicar.com/

Pensar la publicidad. Universidad Complutense de Madrid. https://revistas.ucm.es/index.php/PEPU

Questiones Publicitarias. Revista Internacional de Comunicación y Publicidad. Universidad de Sevilla

Social influence. http://www.tandfonline.com/loi/psif20#.V3zTualsC8A

Control Publicidad: http://controlpublicidad.com

El publicista: http://elpublicista.es