The Research Of Persuasive Communication Theory In Guiguzi

Guiguzi as a representative work of Zongheng school and recorded a lot of communication theory and persuasion skill. It has important significance on the ancient China communication science research.Guiguzi records tacticians in the Warring States period how to persuade the communicators, including their communication content, communication motivation, communication content, communication process and skills, communication object, communication effect. Guiguzi shaped "saints" image for the disseminator, put forward many requirements for the disseminator. In persuasion activities, he advocated chose communication content according to the specific circumstances of communication object. To persuade others, disseminators must first understand temperament and the truth of others. In the process of persuading, disseminators should take good control of language, transform words, planning carefully and reconditely.Guiguzi is a book which described communication theories and persuasive skills of many tacticians in the Warring States period which still has important implications. The research of its content has an important significance on constructing the theoretical system of Chinese communication. Compare Guiguzi and Rhetoric, to summary the characteristics of communication activity in ancient China.