Persuaders also make choices . They should decide how best to appeal to audiences . They necessarily should choose between ethical and unethical modes of persuasion . Persuaders who advance their claims in moral ways deserve our respect . Those who employ unethical persuasion ploys should be held responsible for their choices . Is persuasion ethical ? This simple question has engaged scholars and practitioners alike . Aristotle and Plato discussed it . Machiavelli touched on it . So have modern communication scholars and social psychologists . And you can...











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