Why Is Persuasion Important in Mass Communication?
“Persuasion is very important in mass communication because the people who pay the bills — who are the advertisers, the people who support the programs — all the money comes from advertisers when it comes to commercial radio, broad…television broadcasting, most cable channels. The people who spend about 70 billion dollars a year on advertising want to know that that money is well spent. They don’t want to just be throwing it out the window. They want to presume that they are able to persuade people — that they have the best toothpaste or they have the best airline or the best bank to go to or the best politician or the best canned soup. Whatever it is they’re selling, they want to be able to persuade people. They don’t want to just assume that we’re…they’re putting out 70 billion dollars a year just to make nice TV programs, which is not their purpose at all. They have a tremendous amount of their entire livelihood invested in trying to persuade people. Now, that doesn’t mean it
