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Persuasion : Reception and Responsibility

ISBN: 9780534522810 | 0534522815
Edition: 8th
Format: Paperback
Publisher: Wadsworth Publishing
Pub. Date: 7/28/1997

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Table of Contents
... MORE
Part I Theoretical Premises4(143)
Chapter 1 Persuasion in Today's World
4(23)
Persuasion in an Information Age
5(1)
Persuasion in a Technological World
6(2)
Doublespeak in a Persuasion Filled World
8(1)
Defining Persuasion--From Aristotle to Burke
8(3)
Criteria for Responsible Persuasion
11(1)
The SMCR Model of Persuasion
12(3)
Rank's Model of Persuasion
15(7)
Self Protection: A Method
22(2)
Review and Conclusion
24(1)
Questions for Further Thought
25(1)
References
25(2)
Chapter 2 Perspectives on Ethics in Persuasion
27(24)
Ethical Responsibility
29(2)
Responsibilities of Receivers
31(1)
Some Ethical Perspectives
32(5)
Ethics, Propaganda, and the Demagogue
37(2)
Ethical Standards for Political Persuasion
39(2)
Ethical Standards for Commercial Advertising
41(2)
The Ethics of Subliminal Persuasion
43(1)
The Ethics of International Ambiguity and Vagueness
44(1)
The Ethics of Nonverbal Communication
45(1)
The Ethics of Racist/Sexist Language
46(1)
Some Feminist Views on Persuasion
47(2)
Ethical Standards for Interpersonal Communication
49(2)
Ethics and Personal Character
51(1)
Improving Ethical Judgment
52(2)
Review and Conclusion
54(1)
Questions for Further Thought
54(1)
References
54
Chapter 3 Approaches to Persuasion Research
51(49)
The Persuasion Research Continuum
57(1)
Qualitative Research Theory and Methods
58(11)
Quantitative Research Methods and Theory
69(18)
Mass-Media Effects Theory and Research
87(10)
Review and Conclusion
97(1)
Questions for Further Thought
97(2)
References
99(1)
Chapter 4 The Making, Use, and Misuse of Symbols
100(14)
Language and Its Roots
102(2)
Langer's Approach to Language Use
104(1)
The Semantic Approach to Language Use
105(3)
Kenneth Burke's Approach to Language Use
108(2)
The Semiotic Approach to Language Use
110(2)
Review and Conclusion
112(1)
Questions for Further Thought
112(1)
References
113(1)
Chapter 5 Tools for Analyzing Language and Other Symbols
114(33)
Dimensions of Language
114(3)
The Power of Symbolic Expression
117(1)
Tools for Analyzing Persuasive Symbols
118(13)
Tools for the Thematic Dimension
131(10)
Gender and Style
141(1)
Tuning Your Ears for Language Cues
142(1)
Review and Conclusion
143(1)
Questions for Further Thought
144(1)
References
144(3)
Part II Identifying Persuasive First Premises147(110)
Chapter 6 Process Premises: The Tools of Motivation
150(29)
Needs: The First Process Premise
151(12)
Attitudes: The Second Process Premise
163(6)
Consistency: The Third Process Premise
169(7)
Review and Conclusion
176(1)
Questions for Further Thought
176(1)
References
177(2)
Chapter 7 Content Premises in Persuasion
179(31)
What Is Proof?
180(1)
Types of Evidence
181(6)
Types of Reasoning
187(6)
Tests of Reasoning and Evidence
193(2)
Common Fallacies Used in Persuasion
195(3)
Logical Syllogisms
198(3)
The Toulmin Format
201(3)
Research on the Effects of Evidence
204(3)
Review and Conclusion
207(1)
Questions for Further Thought
208(1)
References
208(2)
Chapter 8 Cultural Premises in Persuasion
210(24)
Cultural Patterns
211(2)
Cultural and Societal Pressure
213(1)
Cultural Images and Myths
214(11)
Image (Charisma) or Ethos as a Cultural Premise
225(3)
Presence of an American Value System
228(4)
Review and Conclusion
232(1)
Questions for Further Thought
232(1)
References
232(2)
Chapter 9 Nonverbal Messages in Persuasion
234(23)
Nonverbal Channels
236(8)
Chronemics: The Use of Time
244(1)
Gender Differences in Nonverbal Communication
245(4)
Dialect
249(2)
Use of Nonverbal Tactics
251(1)
Other Nonverbal Messages
251(2)
Review and Conclusion
253(1)
Questions for Further Thought
254(1)
References
254(3)
Part III Applications of Persuasive Premises257(149)
Chapter 10 The Persuasive Campaign or Movement
259(30)
The Role of Communication in Campaigns
260(1)
Campaign Versus "Single-Shot" Persuasive Messages
261(1)
Types of Campaigns
261(1)
Goals, Strategies, and Tactics in Product, Person, and Ideological Campaigns
262(2)
Developmental Stages of Successful Campaigns
264(17)
Other Communication Characteristics of Campaigns
281(5)
Review and Conclusion
286(1)
Questions for Further Thought
287(1)
References
288(1)
Chapter 11 Becoming a Persuader
289(19)
Knowing Your Audience
289(3)
Forms of Organization
292(6)
Forms of Proof
298(1)
Building Your Credibility
299(1)
Wording Your Message
300(2)
Delivering Your Message
302(1)
Some Common Tactics of Persuasion
303(3)
Review and Conclusion
306(1)
Questions for Further Thought
306(1)
References
306(2)
Chapter 12 Modern Media and Persuasion
308(29)
Media Innovations
308(8)
Schwartz's Perspectives on Media Use
316(6)
McLuhan's Perspective on Media Use
322(7)
Agenda Setting by the Media
329(2)
Role Modeling and the Media
331(1)
News Manipulation and Persuasion
332(3)
Review and Conclusion
335(1)
Questions for Further Thought
335(1)
References
336(1)
Chapter 13 The Techniques of Propaganda
337(24)
What Propaganda Isn't
338(7)
The Tactics of Propaganda
345(3)
Contemporary Perspectives on Propaganda
348(11)
Review and Conclusion
359(1)
Questions for Further Thought
359(1)
References
360(1)
Chapter 14 The Use of Persuasive Premises in Advertising
361(45)
Advertising and Culture
361(1)
Advertising, Sales Promotion, and Positioning
362(9)
Getting into the Consumer's Head: Advertising Research
371(10)
From Research to Copy: The Languages of Advertising
381(2)
Language Use in Advertising: Wrighter's Model
383(1)
Deceptive Claims in Advertising
383(5)
Changes in Our World: Implications for Advertising
388(4)
Sexual Appeals and Subliminal Persuasion in Advertising
392(11)
Review and Conclusion
403(1)
Questions for Further Thought
404(1)
References
404(2)
Epilogue406(2)
Index408

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