The Law of Esteem

The third law of persuasion identifies that all humans need and want praise, recognition, and acceptance. Persuasive messages can become more effective if we learn how to praise people while also maintaining their attention. It is natural for us to seek the appreciation of others within our lives. The law of esteem initiates praise and approval within the persuasive element. A decent example of this is Uncle Sam. Uncle Sam is a character created in order to foster willingness for men to join the ranks of the US Army. His direct and assertive nature allows for the individual to feel special by tying him in with something larger than himself.