Part 1: Introduction deals with the preliminaries of persuasion and how it relates to human communication. If you want to know how ethics enters the picture, I invite you to read the section A Word on Ethics, which is found in Part 1 of the book. For a clear definition of persuasion, you can check out Persuasiveness Defined to get a simple yet enriching view of persuasion and its applications.
The picture would not be complete without a discussion of human emotions and their role in the persuasion process, so I prepared a dedicated discussion of this topic in Emotions and the Subconscious
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