Humberto MARTINEZ-FRESNEDA OSORIO;
Univeridad Francisco de Vitoria. Madrid (España)
XXI century society can be considered as the society of persuasion. If we understand to persuade, according to the dictionary of the Real Academia de la Lengua, "induce, move, forcing someone with reasons to believe or do something" no doubt that the intent of the communication plays a major role in transmitting the message since the effectiveness of the process of persuasion will be greater the greater the effect it produces on the receiver.