Persuasion is all around us. Each day every single one of us is subjected to numerous persuasive attempts; often without even noticing that we are being persuaded (you are actually reading a persuasive text right now). In fact, various estimates suggest that – depending, among other things, on the definition of persuasion used – the average person in modern societies is subjected to anywhere from 300 to 15,000 persuasive attempts every single day! 

Over the last few decades, such attempts have often sought to convince us that something was green, natural, good for the environment, animal-friendly, climate positive etc. etc. But is something “green” just because it says so? When is something actually natural? How do we, as practitioners, communicate effectively and ethically about these issues? How do we, as consumers and citizens, exercise enough critical sense to withstand persuasion attempts that may be greenwashing?  

This course focuses on different kinds of persuasion as it occurs in a variety of genres and settings related to the abovementioned issues. As part of the course, you will be introduced to key concepts from modern persuasion theory and we will discuss examples of persuasion as it is used to communicate about the environment, nature, climate, and animals. Examples will range from commercials and advertisements, journalism, and business communication, to art and politics, as these affect different aspects of people’s everyday lives.