The Importance Of Persuasive Communication

1.0 Introduction

There are various definitions of communications proposed by previous scholars, including Mohd Yusuf (1975) stating that the definition of communication is a purposeful and deliberate intention. In other words, an individual presents a message to another person for the purpose of obtaining feedback. “Communication is a process when both parties form and share meaning with each other in order to achieve understanding.” (Roger, 1994) It is also a process for sending and receiving information, which results in between two people or some of the target audience. The word communication is derived from the Latin word, communicare. Communication often occurs for the purpose of conveying and sharing information, exchange of opinions,

There are various functions in communication, most of which are practiced in our daily lives, such as the communication functioning in the concept of persuasion. Essentially, persuasion is a communication process involving persuasive (sender) trying to influence the decision of the persuaded person (receiver) in order to make a change of attitude. Persuasive communication is a techniques which is intended to convince others to think or act in accordance with what the sender wants. In general, persuasive communication is a process of delivery of orders with the purpose of strengthening or changing responses or attitudes given by others to someone. Persuasive communication is used in various fields, including marketing, events, campaigns, and many more. The effectiveness of persuasion also dependent on the successes in which the speaker is able to bring the attention of a target audience from having an original stand to a new stand toward a matter through

This communication in education is also important as it is able to expand existing knowledge in which the process of exchange of opinions, ideas and knowledge between the sender and the recipient of the message. It also helps in resolving problems, reaching agreement, and even posing problems for the purpose of debating, or as a step towards getting a clearer and deeper information. One 's behaviour can be changed through communication in education. For example, a lazy student can be changed by communicating strictly without the need for a physical touch, with the aim of raising the student 's fear. Besides, debate through communication also creates a person 's curiosity to explore more toward a matter, and indirectly increases their knowledge more