Persuasion in Society combines contemporary rhetorical theory and criticism with social scientific theory and research to help readers understand and practice more effective persuasion. Features include the presentation of a dual perspective a " the persuader and persuadee; integration of ethical issues throughout; application of theory in practical situations; and inclusion of stories and visual components to enhance learning. This text is oriented to help students improve their ability to analyze critical messages and to gain a better understanding of persuasion and its psychological dynamics. The Companion Website provides additional materials for students as well as resources for instructors.