Persuasion : Reception and Responsibility (with InfoTrac)

by Larson, Charles U.

Edition:

10th

ISBN13:

9780534619022

ISBN10:

0534619029

Format:

Paperback

Pub. Date:

10/30/2003

Publisher(s):

Wadsworth Publishing

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Summary

Part One: THEORETICAL PREMISES. 1. Persuasion in Today's World. 2. Perspectives on Ethics in Persuasion. 3. Traditional and Humanistic Approaches to Persuasion Research. 4. Social Scientific Approaches to Persuasion. 5. The Making, Use, and Misuse of Symbols. 6. Tools for Analyzing Language and Other Symbol Dimensions of Language. Part Two: IDENTIFYING PERSUASIVE FIRST PREMISES. 7. Process Premises: The Tools of Motivation. 8. Content Premises in Persuasion. 9. Cultural Premises in Persuasion. 10. Nonverbal Messages in Persuasion. Part Three: APPLICATIONS OF PERSUASIVE PREMISES. 11. The Persuasive Campaign or Movement. 12. Becoming a Persuader. 13. Modern Media and Persuasion. 14. The Techniques of Propaganda. 15. The Use of Persuasive Premises in Advertising and Integrated Marketing Communication (IMC). Epilogue. Index.

PREFACE

I THEORETICAL PREMISES

(146)

1 PERSUASION IN TODAY'S WORLD

(21)

Persuasion in an Information Age

(2)

Persuasion in a Technological World

(1)

Doublespeak in a Persuasion-Filled World

(1)

Defining Persuasion and Related Terms-From Aristotle to Elaboration Likelihood

(5)

Varying Contexts for Persuasion

(1)

Criteria for Responsible Persuasion

(1)

The SMCR Model of Persuasion

(3)

Rank's Model of Persuasion

(5)

Self-Protection: A Method

(1)

Review and Conclusion

(1)

Questions for Further Thought

(1)

2 PERSPECTIVES ON ETHICS IN PERSUASION

(27)

Ethical Responsibility

(1)

The Ethics of Ends and Means

(1)

The Importance of Ethics

(1)

Ethical Responsibilities of Receivers

(2)

Some Ethical Perspectives

(5)

Ethics, Propaganda, and the Demagogue

(1)

Ethical Standards for Political Persuasion

(2)

Ethical Standards for Commercial Advertising

(2)

The Ethics of Intentional Ambiguity and Vagueness

(1)

The Ethics of Nonverbal Communication

(1)

The Ethics of Moral Exclusion

(1)

The Ethics of Racist/Sexist Language

(1)

Some Feminist Views on Persuasion

(2)

Ethical Standards in Cyberspace

(1)

Ethics and Personal Character

(2)

Improving Ethical Judgment

(2)

Review and Conclusion

(1)

Questions for Further Thought

(1)

3 TRADITIONAL AND HUMANISTIC APPROACHES TO PERSUASION

(20)

Aristotle's Instructional Approach

(8)

Dialectical and Epistemological Approaches

(1)

Scott's Epistemic Approach

(1)

Fisher's Narrative Approach

(1)

Power-Oriented Perspectives

(7)

Review and Conclusion

(1)

Questions for Further Thought

(1)

4 SOCIAL SCIENTIFIC APPROACHES TO PERSUASION

(30)

Reinforcement and Learning Theories

(6)

Perspectives on Attitude Change

(10)

Cognitive Approaches

(7)

Perspectives on Compliance Gaining

(2)

Persuasion and Mass Media Theories'

(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 PREMISES

147

(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 PREMISES

257

(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)

EPILOGUE

377

(2)

REFERENCES

379

(14)

INDEX

393

Persuasion : Reception and Responsibility (with InfoTrac)

9780534619022

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Table of Contents