This module explores concepts of persuasion in relation to creativity. Whether the intention is to sell a product / idea or to produce a piece of creative expression that is clear and meaningful, an understanding of these concepts is essential to creating an effective piece of work. This module seeks to explore, analyse and ultimately understand the nature of persuasion in a way that is useful for the improvement of one’s creative process and output, looking at human behaviour, the influence of culture, the use of language and imagery, the difference between emotional and intellectual appeal, the balance of the artist’s vision with the desires of the audience, and ways in which these can be managed to produce more effective and personally meaningful works.