Persuasion in human beings through communication

Abstract

Persuasion through communication is a topic of great relevance in today's society due to the constant exposure of
people to a large number of advertisings, political and social messages in their daily lives. For this reason, this research focused
on understanding persuasion in human beings through communication, carrying out a literature review that covered studies
and research related to the topic. The results indicate that persuasion through communication is a complex process that depends
on various factors, such as the content of the message, the sender, the receiver, the context and the means used to transmit it.
Additionally, multiple persuasive strategies were identified, including the use of emotions, authority, and reciprocity. In the
Ecuadorian context, it was found that both young people and adults are susceptible to persuasion, and the strategies used by
the senders of the messages can significantly influence their behavior and decisions. The importance of senders employing
ethical persuasive strategies that respect the rights of recipients, avoiding manipulation and deception, was highlighted. From
the above, it can be stated that persuasion through communication is a relevant topic in today's society and its study can help
to better understand communication processes and their impact on people's decisions. To this end, it is recommended the
implementation of ethical persuasive strategies and the need for future research in various contexts and populations is raised.