Language symmetry: A force behind persuasion

Abstract

Language operates according to rules. Rules mean prediction. The application of these language rules to persuasive campaigns through linguistic technology can result in major gains in advertising, political and marketing outcomes. For qualitative researchers in communications, marketing and messaging, one area of persuasive language technology can be found in the linguistic feature of symmetry. Language has many forms of symmetry, and most persuaders are unaware that a great deal of persuasion depends upon symmetrical message structures. In persuasion, a mirror image or symmetrical reflection of an attitude or opinion is more persuasive than a random or non-symmetrical message or idea. Reading the subtle features of language to create symmetrical responses can create extraordinarily successful results for research and applied persuasive efforts ranging from single interviews to mass marketing campaigns. © 2012: Joseph Yeager, Linda Sommer, and Nova Southeastern University.