There is not one moment in our day, other than when sleeping, that we are not subjected to some form of persuasion. It is a prominent tool used in everyday human communication. Every time we turn on the television is another chance for the advertisements to reach their powerful fingers into the depths of our minds, tweaking our wants and needs to meet what it is they are selling. In 2012, Americans will be confronted with a familiar source of persuasion that is not much different than a commercial. Presidential candidates use persuasion to convince the people to vote for them. They might not be selling a specific product, but they are selling their political ideas and agendas. In essence, it is all achieved through persuasion. The question, however, is whether or not persuasion is the only communication tool used to achieve one’s “goals.” The answer is, simply, no. Persuasion is one of three effective ways to get what one wants. The other two are seduction and manipulation. Each is similar in ways, but also very different. Throughout this paper I will detail the differences between each, as well as describe which technique audiences respond best to.
The first of the three techniques is persuasion. Persuasion can be defined as “the shaping, changing or reinforcing of receivers' responses, including attitudes, emotions, intentions, and behaviors (Pfau & Perot, 1993).” Persuasion is a communication tool that is used every minute of everyday. This does not necessarily mean by one person, but by the human population in general. It stands out from the other two techniques discussed in this paper because it is not generally thought of as a negative approach to communication. Persuasion can have both positive and negative intentions behind it. When a person is having cardiac troubles, or is suffering from high blood pressure, a doctor will try to “persuade” them into exercising and dieting better. If a parent’s child is falling behind in school, they will attempt to use positive persuasion to raise that child’s academic skills and grades. Unfortunately, not all examples of persuasion are positive. Peer pressure has always been a form of persuasion that can result in a negative outcome. Teenagers are often persuaded into experimenting with drugs and alcohol at a young age. They are told by their friends that it is “cool” to take part in these dangerous activities, and are coerced into saying yes. This is actually very close to the next technique to be discussed.
Manipulation is probably most known as an unethical form of human communication. Usually, it is used by someone in order to serve their own interests at the behalf of others. Manipulation is defined as the act of negotiating, controlling, or influencing someone through the use of cleverness, skill, or deviousness (Collins, 10th Ed.). Manipulation is a widely used tool in the sales world. People who work in sales are notorious for “manipulating” people into purchasing a product that may or may not be worth the money spent. It is a very powerful tool that comes in handy for those who will go to any means to for personal gain. Manipulation uses coercion similar to persuasion, but on a much more malevolent level. Douglas Rushkoff, a youth consultant and author, states: "Coercion is much more debilitating than persuasion or even influence . . . Coercion seeks to stymie our rational processes in order to make us act against - or at the very least, without - our better judgment (Honigmann, 2000).” Coercion and manipulation are one in the same. Scam artists are masters of manipulation, and the internet is their playground. Everyone has received emails about the next best investment, or the “you have one a car!” pop-up ad. These are all people trying to manipulate us into giving away our hard earned funds for the questionable. The technique of manipulation runs very close to the next one in this paper.
The last of the techiques discussed in this paper is seduction. Seduction may be the most dangerous of the three because it tends to feed on natural desires and wants. Secuction is defined as the act of winning over, luring, or attracting for one’s own gain (Collins, 10th Ed). The most common form of seduction is through the use of sex. Both men and woman will use seduction, whether sexual or not, to get what is in their best interests. Nina DiSesa, chairwoman of McCann Erickson/New York, says that seduction is about “using our feminine wiles and instincts to get what we want and deserve in a man's world, even though the cards are stacked against us (Rosenblum, 2008).” Financial stability is also a tool used in seduction. Both men and women are seduced by a nice car, a big house, or a fat bank account. It is easy to seduce because it causes people to be blinded by the “goodies,” despite the after affects or repurcussions.
Persuasion, manipulation, and seduction might be different in several ways, but they are also very much the same. In the end, the goal of each is to change people’s beliefs, attitudes, or values. Persuasion can be affective against any audience because it spans a very broad area of communication. Manipulation, most of the time, will effect those with weaker will or do not have a strong grip on their own attitudes and beliefs. Seduction, most of the time, has a smaller effect, but can still be applied to anyone because we all face temptation in our lives. It is just something that is inside of us. This is true for all of the techniques. Each and every one of them can affect any person, at any time. What matters most is whether or not we choose to react to the positive ones, or the negative.
Honigmann, D. (2000, July 6). Manipulation that stymies rational processes: An analysis of modern marketing techniques suggests that corporations' selling tactics have moved on from being:[Surveys edition]. Financial Time, p. 01. Retrieved March 21, 2011, from ABI/INFORM Global. (Document ID: 56103924).
manipulation. (n.d.). Collins English Dictionary - Complete & Unabridged 10th Edition. Retrieved March 21, 2011, from Dictionary.com website: http://dictionary.reference.com/browse/manipulation
Pfau, M., and Perot, R. (1993). Persuasive communication campaigns. Boston: Allyn & Bacon, p. 6.
Rosenblum, G. (2008, March 9). On top of the world:She counsels businesswomen to break the rules, brag and flirt. Ad agency powerhouse Nina DiSesa's success strategy isn't exactly orthodox, but it's clearly working for her.. Star Tribune,E.1. Retrieved March 21, 2011, from ProQuest Newsstand. (Document ID: 1447245391).
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