Persuasion Reception and Responsibility

by Larson, Charles U.

• ISBN13: 9780495091592
• ISBN10: 0495091596
• Edition: 11th
• Format: Paperback
• Copyright: 2006-04-11
• Publisher: CENGAGE Learning

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