In almost all areas of everyday life, the effective use of language and images is essential to reach our communication goals. Our research group studies how characteristics such as argumentation, style, and tone determine how message recipients feel, think and act in offline and online environments.
Our group uses different methods. For example, we use discourse analysis to assess verbal and visual message characteristics in (online) interactions; we use corpus studies to discover how patterns of language use predict health outcomes; and we use experimental research to assess the impact of message variations on persuasion.
Persuasive Communication has a multi-method basis and uses content and discourse analysis to assess the verbal and visual characteristics of offline and online persuasive messages, and experimental research to assess the impact of message variations on the persuasion process. For information about our projects visit the pages below.