Persuasion: Reception and Responsibility 12th Edition

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Intended for courses in persuasion, propaganda, advertising/marketing, or any course dealing with rhetorical and/or media criticism that takes a consumer approach to advertising, the media, and political persuasion. These courses are offered at four-year schools in departments of speech, speech communication, mass communication, communication studies and/or communication. Key Features The author offers in-depth, scholarly coverage of persuasion, including work by Burke and Langer, as well as semantic and semiotic approaches. A unique Chapter 3, "Traditional and Humanistic Approach to Persuasion," written by Joseph Scudder of Northern Illinois University, covers persuasion research methods from the Aristotelian tradition to humanistic approaches, including discussions of the Women's Movement and radical movements. In-depth coverage of contemporary marketing theories includes, positioning, database and direct marketing, psychographic/sociographic and demographic research, plus verbal and visual examples. Numerous ads and cartoons illustrate concepts and provide real-life, current examples for analysis. Ethics-related exercises, case studies, and challenges, as well as thought-provoking "Questions for Further Thought" encourage students to apply the theories and concepts to their own lives and contemporary society.

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Preface. Part I: Theoretical premises. 1. Persuasion in Today's Changing World. 2. Perspectives on Ethics in Persuasion. 3. Traditional and Humanistic Approaches to Persuasion. 4. Social Scientific Approaches to Persuasion. 5. The Making, Use, and Misuse of Symbols. 6. Tools for Analyzing Language and Other Persuasive Symbols. Part II: Identifying persuasive first premises. 7. Psychological or Process Premises: The Tools of Motivation and Emotion. 8. Content or Logical Premises in Persuasion. 9. Cultural Premises in Persuasion. 10. Nonverbal Messages in Persuasion. Part III: Applications of persuasive premises. 11. The Persuasive Campaign or Movement. 12. Becoming a Persuader. 13. Modern Media and Persuasion. 14. The Use of Persuasive Premises in Advertising and IMC.