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Persuasion: Reception And Responsibility,9780495091592
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Persuasion: Reception And Responsibility

by
Edition:
11th
ISBN13:

9780495091592

ISBN10:
0495091596
Format:
Paperback
Pub. Date:
4/11/2006
Publisher(s):
CENGAGE Learning
List Price: $141.66

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Summary

PERSUASION: RECEPTION AND RESPONSIBILITY presents persuasion through the examination of various aspects of popular culture -- politics, mass media, advertising, and the Internet -- 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 real-life visual examples of persuasion in action. Persuasion theory, research, and ethics are all woven throughout the text to consistently underscore the book's central purpose -- the development of critical consumers of all forms of persuasion.

Table of Contents

Preface xiv
PART I Theoretical Premises
1(138)
Persuasion in Today's Changing World
5(20)
Learning Goals
5(3)
Persuasion in an Information Age
8(2)
Persuasion in a Technological World
10(1)
Doublespeak in a Persuasion-Filled World
10(1)
Defining Persuasion: From Aristotle to Elaboration Likelihood
11(4)
Criteria for Responsible Persuasion
15(1)
The SMCR Model of Persuasion
15(3)
Rank's Model of Persuasion
18(3)
A Method of Self-Protection
21(1)
Review and Conclusion
22(1)
Key Terms
22(1)
Application of Ethics
23(1)
Questions for Further Thought
23(2)
Perspectives on Ethics in Persuasion
25(27)
Learning Goals
26(2)
Ethical Responsibility
28(1)
Adaptation to the Audience
28(1)
The Ethics of Ends and Means
29(1)
The Importance of Ethics
30(1)
Ethical Responsibilities of Receivers
31(1)
Some Ethical Perspectives
32(5)
The Golden Rule and the Platinum Rule
37(1)
Ethical Standards for Political Persuasion
38(1)
Ethical Standards for Commercial Advertising
39(2)
The Ethics of Intentional Ambiguity and Vagueness
41(1)
The Ethics of Nonverbal Communication
42(1)
The Ethics of Moral Exclusion
43(1)
The Ethics of Racist/Sexist Language
44(1)
Some Feminist Views on Persuasion
44(2)
Ethical Standards in Cyberspace
46(1)
Ethics and Personal Character
47(2)
Improving Ethical Judgment
49(1)
Review and Conclusion
50(1)
Key Terms
50(1)
Application of Ethics
51(1)
Questions for Further Thought
51(1)
Traditional and Humanistic Approaches to Persuasion
52(19)
Learning Goals
52(1)
Aristotle's Rhetoric
53(5)
Plato's Dialogic Approach
58(1)
Scott's Epistemic Approach
59(1)
Fisher's Narrative Approach
60(2)
Power-Oriented Perspectives
62(6)
Review and Conclusion
68(1)
Key Terms
69(1)
Application of Ethics
69(1)
Questions for Further Thought
69(2)
Social Scientific Approaches to Persuasion
71(27)
Learning Goals
72(1)
Dual-Process Theories
72(5)
Variable-Analytic Approaches to Persuasion
77(8)
Alternatives to Dual-Process Models
85(8)
Perspectives on Compliance Gaining
93(2)
Review and Conclusion
95(1)
Key Terms
96(1)
Application of Ethics
97(1)
Questions for Further Thought
97(1)
The Making, Use, and Misuse of Symbols
98(16)
Learning Goals
98(2)
The Power of the English Language
100(1)
Language, Eloquence, and Symbolic Action
101(2)
Langer's Approach to Language Use
103(1)
General Semantics and Language Use
104(3)
Burke's Approach to Language Use
107(2)
The Semiotic Approach to Language Use
109(3)
Review and Conclusion
112(1)
Key Terms
112(1)
Application of Ethics
112(1)
Questions for Further Thought
113(1)
Tools for Analyzing Language and Other Persuasive Symbols
114(25)
Learning Goals
114(1)
The Functional Dimension: What Do the Words Do?
115(2)
The Semantic Dimension: What Do the Words Mean?
117(1)
The Thematic Dimension: How Do the Words Feel?
117(1)
The Power of Symbolic Expression
118(2)
Tools for Analyzing Persuasive Symbols
120(12)
Tuning Your Ears for Language Cues
132(3)
Review and Conclusion
135(1)
Key Terms
136(1)
Application of Ethics
136(1)
Questions for Further Thought
136(3)
PART II Identifying Persuasive First Premises
139(102)
Psychological or Process Premises: The Tools of Motivation and Emotion
141(33)
Learning Goals
142(1)
Needs: The First Process Premise
143(15)
Emotions: The Second Process Premise
158(5)
Attitudes: The Third Process Premise
163(4)
Consistency: The Fourth Process Premise
167(4)
Review and Conclusion
171(1)
Key Terms
172(1)
Application of Ethics
172(1)
Questions for Further Thought
173(1)
Content or Logical Premises in Persuasion
174(24)
Learning Goals
175(1)
What Is Proof?
176(1)
Types of Evidence
177(4)
Types of Reasoning
181(5)
Misuses of Reasoning and Evidence
186(1)
Common Fallacies Used in Persuasion
187(3)
Logical Syllogisms
190(3)
The Toulmin Format
193(2)
Review and Conclusion
195(1)
Key Terms
196(1)
Application of Ethics
196(1)
Questions for Further Thought
196(2)
Cultural Premises in Persuasion
198(23)
Learning Goals
199(1)
Cultural Patterns
200(1)
Cultural Images and Myths
201(6)
Reich's Cultural Parables
207(3)
The Man's Man and the Woman's Woman
210(1)
Image as a Cultural Premise
211(3)
The American Value System
214(4)
Review and Conclusion
218(1)
Key Terms
218(1)
Application of Ethics
219(1)
Questions for Further Thoughti
219(2)
Nonverbal Messages in Persuasion
221(20)
Learning Goals
221(1)
Nonverbal Channels
222(11)
Gender Differences in Nonverbal Communication
233(2)
Dialect
235(1)
The Use of Nonverbal Tactics
235(1)
Other Nonverbal Messages
236(2)
Review and Conclusion
238(1)
Key Terms
238(1)
Application of Ethics
238(1)
Questions for Further Thought
239(2)
PART III Applications of Persuasive Premises
241(102)
The Persuasive Campaign or Movement
243(23)
Learning Goals
243(2)
Campaigns as Systematic Communication
245(1)
Campaigns Versus Single-Shot Persuasive Messages
245(1)
Similarities Among the Types of Campaigns
246(1)
Goals, Strategies, and Tactics in Campaigns
246(1)
Developmental Stages in Campaigns
246(17)
Review and Conclusion
263(1)
Key Terms
264(1)
Application of Ethics
264(1)
Questions for Further Thought
265(1)
Becoming a Persuader
266(21)
Learning Goals
267(1)
Audience Analysis: Knowing Your Audience
267(1)
Audience Demographics
268(3)
Forms of Organization
271(3)
Forms of Proof
274(2)
Building Your Credibility
276(1)
Wording Your Message
277(2)
Delivering Your Message
279(2)
Common Tactics of Persuasion
281(3)
Review and Conclusion
284(1)
Key Terms
284(1)
Application of Ethics
285(1)
Questions for Further Thought
285(2)
Modern Media and Persuasion
287(22)
Learning Goals
288(1)
Media Innovations
288(4)
Schwartz's Perspectives on Media Use
292(3)
McLuhan's Perspectives on Media Use
295(4)
Uses and Gratification Theory
299(1)
Agenda Setting
300(2)
News Manipulation and Persuasion
302(1)
The Internet and Persuasion
303(4)
Review and Conclusion
307(1)
Key Terms
307(1)
Application of Ethics
308(1)
Questions for Further Thought
308(1)
The Use of Persuasive Premises in Advertising and IMC
309(34)
Learning Goals
310(1)
Advertising, Sales Promotion, and Positioning
311(3)
Problems of an Over-Communicated Society
314(5)
Getting into the Consumer's Head: Advertising Research
319(6)
From Research to Copy: The Languages of Advertising
325(1)
Weasel Words in Advertising
326(1)
Deceptive Claims in Advertising
326(4)
Changes in Our World: Implications for Advertising
330(1)
Sexual Appeals and Subliminal Persuasion in Advertising
331(6)
Review and Conclusion
337(4)
Key Terms
341(1)
Application of Ethics
341(1)
Questions for Further Thought
342(1)
Epilogue 343(2)
References 345(15)
Index 360


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