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communication; attitudinal change; stimulus-response mechanism. Persuasive communication is a socio-behavioral act which comes to play when we wish to get our needs accomplished by influencing others. The act of persuasion is divided between the stimulus of the persuader and the response of the receiver. The paper focuses on how the persuaders formulate the stimuli of emotion and reason to evoke theaction-oriented response of the receivers. They can effect an attitudinal change by offering a stimulus based on the emotional/rational needs of the receivers. Emotions and reason need not be two different zones of stimulus. They can be interconnected to offer a convincing stimulus. The persuaders can offer a stimulus to the emotions with help of reasoning exercise. Empathy ties the persuader and the receiver in a bond to enhance the emotional understanding about each other and make the persuasive task an objective one. The tenets of language and linguistics are analyzed for their different roles in persuasion. They are substantiated with relevant examples wherever necessary