Cmns 110 - lecture 7 - art & science of persuasion. Kenneth burke - wrote we use language as a symbolic means of inducing cooperation in beings that by nature respond to symbols . Our natural inclination - to form bonds of sympathetic attachment. Number of tactics someone might use to try to influence others. Principles concerned w/ how ppl relate to one another in contexts other than informational persuasion. Each of principles plays part in all sort of cmn practices. Compliance professionals focus on aspects of cmn spectrum that they can exploit w/ highest degree of certainty. Civilization advances by extending the number of operations we can perform without thinking about them . We both need & value shortcuts esp in world where we are being subjected daily to increasing time pressures. If we can take mental shortcuts, we can accomplish goals more quickly & save ourselves time in bargain.