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Persuasion : Reception and Responsibility (with InfoTrac)

ISBN: 9780534619022 | 0534619029
Edition: 10th
Format: Paperback
Publisher: Wadsworth Publishing
Pub. Date: 10/30/2003

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SummaryTable of Contents
PERSUASION: RECEPTION AND RESPONSIBILITY presents persuasion through the examination of various aspects of popular culture--politics, mass media, advertising, and the information superhighway--as they exemplify and teach critical theories of persuasion. The text's multi-chapter focus on language and critical thinking is combined with readability, a conversational engagement with the reader, and current verbal and visual examples of persuasion in action. Persuasion theory, research, and ethics are all woven throughout the text to consistently un... MORE
... MORE
PREFACExi
I THEORETICAL PREMISES1(146)
1 PERSUASION IN TODAY'S WORLD
5(21)
Persuasion in an Information Age
6(2)
Persuasion in a Technological World
8(1)
Doublespeak in a Persuasion-Filled World
9(1)
Defining Persuasion and Related Terms-From Aristotle to Elaboration Likelihood
10(5)
Varying Contexts for Persuasion
15(1)
Criteria for Responsible Persuasion
15(1)
The SMCR Model of Persuasion
16(3)
Rank's Model of Persuasion
19(5)
Self-Protection: A Method
24(1)
Review and Conclusion
24(1)
Questions for Further Thought
25(1)
2 PERSPECTIVES ON ETHICS IN PERSUASION
26(27)
Ethical Responsibility
28(1)
The Ethics of Ends and Means
29(1)
The Importance of Ethics
29(1)
Ethical Responsibilities of Receivers
30(2)
Some Ethical Perspectives
32(5)
Ethics, Propaganda, and the Demagogue
37(1)
Ethical Standards for Political Persuasion
38(2)
Ethical Standards for Commercial Advertising
40(2)
The Ethics of Intentional Ambiguity and Vagueness
42(1)
The Ethics of Nonverbal Communication
43(1)
The Ethics of Moral Exclusion
44(1)
The Ethics of Racist/Sexist Language
45(1)
Some Feminist Views on Persuasion
46(2)
Ethical Standards in Cyberspace
48(1)
Ethics and Personal Character
48(2)
Improving Ethical Judgment
50(2)
Review and Conclusion
52(1)
Questions for Further Thought
52(1)
3 TRADITIONAL AND HUMANISTIC APPROACHES TO PERSUASION
53(20)
Aristotle's Instructional Approach
53(8)
Dialectical and Epistemological Approaches
61(1)
Scott's Epistemic Approach
62(1)
Fisher's Narrative Approach
63(1)
Power-Oriented Perspectives
64(7)
Review and Conclusion
71(1)
Questions for Further Thought
72(1)
4 SOCIAL SCIENTIFIC APPROACHES TO PERSUASION
73(30)
Reinforcement and Learning Theories
74(6)
Perspectives on Attitude Change
80(10)
Cognitive Approaches
90(7)
Perspectives on Compliance Gaining
97(2)
Persuasion and Mass Media Theories'
99(2)
Uses and Gratification Theory
101(1)
Review and Conclusion
102(1)
Questions for Further Thought
102(1)
5 THE MAKING, USE, AND MISUSE OF SYMBOLS
103(15)
Language and Its Roots
105(3)
Langer's Approach to Language Use
108(1)
The Semantic Approach to Language Use
109(3)
Burke's Approach to Language Use
112(2)
The Semiotic Approach to Language Use
114(2)
Review and Conclusion
116(1)
Questions for Further Thought
116(2)
6 TOOLS FOR ANALYZING LANGUAGE AND OTHER PERSUASIVE SYMBOLS
118(29)
The Functional Dimension: What Do the Words Do?
119(1)
The Semantic Dimension: What Do the Words Mean?
120(2)
The Thematic Dimension: How Do the Words Feel?
122(1)
The Power of Symbolic Expression
122(3)
Tools for Analyzing Persuasive Symbols
125(18)
Gender and Style
143(1)
Tuning Your Ears for Language Cues
144(1)
Review and Conclusion
145(1)
Questions for Further Thought
145(2)
II IDENTIFYING PERSUASIVE FIRST PREMISES147(110)
7 PROCESS PREMISES: THE TOOLS OF MOTIVATION
151(33)
Needs: The First Process Premise
152(15)
Attitudes: The Second Process Premise
167(7)
Consistency: The Third Process Premise
174(8)
Review and Conclusion
182(1)
Questions for Further Thought
183(1)
8 CONTENT PREMISES IN PERSUASION
184(32)
What Is Proof?
185(3)
Types of Evidence
188(7)
Types of Reasoning
195(6)
Misuses of Reasoning and Evidence
201(2)
Common Fallacies Used in Persuasion
203(3)
Logical Syllogisms
206(3)
The Toulmin Format
209(2)
Research on the Effects of Evidence
211(3)
Review and Conclusion
214(1)
Questions for Further Thought
215(1)
9 CULTURAL PREMISES IN PERSUASION
216(22)
Cultural Patterns
217(2)
Cultural Training and Societal Pressure
219(1)
Cultural Images and Myths
219(6)
Reich's Cultural Parables
225(4)
The "Man's Man" and the "Woman's Woman"
229(1)
Image as a Cultural Premise
230(3)
The Presence of an American Value System
233(4)
Review and Conclusion
237(1)
Questions for Further Thought
237(1)
10 NONVERBAL MESSAGES IN PERSUASION
238(19)
Nonverbal Channels
240(10)
Gender Differences in Nonverbal Communication
250(2)
Dialect
252(1)
The Use of Nonverbal Tactics
252(1)
Other Nonverbal Messages
253(2)
Review and Conclusion
255(1)
Questions for Further Thought
255(2)
III APPLICATIONS OF PERSUASIVE PREMISES257(120)
11 THE PERSUASIVE CAMPAIGN OR MOVEMENT
259(26)
Campaigns as Systematic Communication
260(1)
Campaigns Versus Single-Shot Persuasive Messages
261(1)
Types of Campaigns
262(1)
Goals, Strategies, and Tactics in Product, Person, and Ideological Campaigns
263(1)
Developmental Stages of Successful Campaigns
263(20)
Review and Conclusion
283(1)
Questions for Further Thought
284(1)
12 BECOMING A PERSUADER
285(20)
Knowing Your Audience
285(1)
Demographics and Audience Analysis
286(3)
Forms of Organization
289(5)
Forms of Proof
294(2)
Building Your Credibility
296(1)
Wording Your Message
297(1)
Delivering Your Message
298(2)
Common Tactics of Persuasion
300(3)
Review and Conclusion
303(1)
Questions for Further Thought
304(1)
13 MODERN MEDIA AND PERSUASION
305(30)
Media Innovations
305(8)
Schwartz's Perspectives on Media Use
313(7)
McLuhan's Perspectives on Media Use
320(4)
Agenda Setting by the Media
324(2)
Role Modeling and the Media
326(1)
News Manipulation and Persuasion
327(3)
The Internet and Persuasion
330(3)
Review and Conclusion
333(1)
Questions for Further Thought
334(1)
14 THE USE OF PERSUASIVE PREMISES IN ADVERTISING AND IMC
335(42)
Advertising and Western Culture
336(1)
Advertising, Sales Promotion, and Positioning
337(4)
Problems of an Overcommunicated Society
341(6)
Getting into the Consumer's Head: Advertising Research
347(7)
From Research to Copy: The Languages of Advertising
354(1)
Weasel Words in Advertising
355(1)
Deceptive Claims in Advertising
356(4)
Changes in Our World: Implications for Advertising
360(1)
Academic Analysis of Advertising
361(2)
Sexual Appeals and Subliminal Persuasion in Advertising
363(12)
Review and Conclusion
375(1)
Questions for Further Thought
376(1)
EPILOGUE377(2)
REFERENCES379(14)
INDEX393

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