Read Chapter 14.6 in Business Communication for Success. In this reading, you will learn why ethics are important in the persuasive process and behaviours that must be avoided to enable you to build credibility and trust with audiences. This reading also offers a simple presentation organizer that will help you focus on the key positive elements of a persuasive argument.

Recommended: Do chapter exercises two and six with these modifications. Find one example of a persuasive advertising message that you think uses unethical techniques, and one example that you think uses an effective, ethical strategy to influence people.