Persuasion Perception and Responsibility

by Larson, Charles U.

• ISBN13: 9780534522810
• ISBN10: 0534522815
• Format: Paperback
• Copyright: 1997-07-28
• Publisher: Wadsworth Publishing

Table of Contents

Part I Theoretical Premises	4	(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 Premises	147	(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 Premises	257	(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)
Epilogue	406	(2)
Index	408