VI.   Argument

Persuasion is the ability and process of influencing or ultimately convincing the mind of an audience towards or against a certain argument, belief or action using the skills of Rhetoric. Hence the word originates from two Latin words per meaning “for, for the purpose of” and suadeo meaning “to advise, urge or recommend”.

While the word Rhetoric and Persuasion have been deliberately damaged to imply a form of negative mind influence, or propaganda, the art of persuasion and influence is a fundamental skill required of all leading public officials.