What are persuasive appeals?

People are persuaded by their perceptions of (1)the trustworthiness of the messenger,and (2)the emotional and logical resonances of the message.Audiences pay attention to people whom they see as trustworthy or credible.In fact,perceptions trump facts,as we know from experience.We respond most strongly to stories in which facts and their presentation appeal to our deepest values and beliefs.Persuasive appeals permeate all parts of our lives-from the personal to the political.In business,people depend on persuasion to build relationships and to get quality work done.