In paradigmatic description of communication, it is well-known that communication has certain intention; informative and persuasive. Informative is a process of transferring information from one to another, meanwhile persuasive is a process of modifying people attitude, opinion, and behavior.

Persuasive communication is more difficult than informative one. We need certain technique and experience to communicate with any people. We have to adjust the technique for each person individually. In this way, people will talk to us emotionally because the subject of communication touch their necessity.

Persuasion term comes from Latin word Persuasio. The verb is Persuadere that means coaxing, tempting, or stimuli. Persuasion is psychological activity. Its intention is to change behavior, opinion, and attitude. It considers the value of humanity such s gentle and well-mannered. It is different from coercion that enervates motivation. It uses punishment and threatening to command certain behavior.

Persuasive approach in communication often takes time to conduct. In custom, communicator cannot expect the changing behavior at the time. In urgent condition or limited time, coercion is the most useful approach because it result direct action and changing behavior right after.

Both persuasion and coercion change human behavior but they result contra effects. Persuasion makes comprehension, charity, and happiness, in the contrary coercion emerges hate, dislike, aversion, and even resentment. The result of persuasion and coercion can be identified by the table below:

1. Persuasion

• If children get much consideration --> they accustom to be patient
• If children get much motivation --> they accustom to be confident
• If children get much acclamation --> they accustom to respect others
• If children get much acceptance --> they accustom to love and care others
• If children do not get much complain --> they accustom to be happy
• If children get much neighborhood admittance --> they accustom to set a vision
• If children get much honesty --> they accustom to see the truth
• If children get much justice --> they accustom to see fairness
• If children get much safety --> they accustom to have self control
• If children get much hospitaity --> they accustom to have priciple

2. Coercion 

• If children get much disgrace --> they accustom to have self rejection
• If children get much aversion --> the accustom to oppose
• If children are customized to be frightened --> they accustom to be discourage
• If children get much pity --> they accustom to regret their destiny
• If children get much ridicule --> they accustom to be embarrassed
• If children get much jealousy --> the accustom to feel guilty  

References:

Effendy, Onong Uchjana. 1986. Dinamika Komunikasi Teori dan Praktek. Bandung : CV. Remadja Karya

Tabloid I-Tutor Net Indonesia. 2007