Persuasion Reception and Responsibility (with InfoTrac)

by Larson, Charles U.

• ISBN13: 9780534619022
• ISBN10: 0534619029
• Edition: 10th
• Format: Paperback
• Copyright: 2003-10-30
• Publisher: Wadsworth Publishing

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.

Table of Contents

PREFACE	xi
I THEORETICAL PREMISES	1	(146)
1 PERSUASION IN TODAY'S WORLD	5	(21)
Persuasion in an Information Age	6	(2)
Persuasion in a Technological World	8	(1)
Doublespeak in a Persuasion-Filled World	9	(1)
Defining Persuasion and Related Terms-From Aristotle to Elaboration Likelihood	10	(5)
Varying Contexts for Persuasion	15	(1)
Criteria for Responsible Persuasion	15	(1)
The SMCR Model of Persuasion	16	(3)
Rank's Model of Persuasion	19	(5)
Self-Protection: A Method	24	(1)
Review and Conclusion	24	(1)
Questions for Further Thought	25	(1)
2 PERSPECTIVES ON ETHICS IN PERSUASION	26	(27)
Ethical Responsibility	28	(1)
The Ethics of Ends and Means	29	(1)
The Importance of Ethics	29	(1)
Ethical Responsibilities of Receivers	30	(2)
Some Ethical Perspectives	32	(5)
Ethics, Propaganda, and the Demagogue	37	(1)
Ethical Standards for Political Persuasion	38	(2)
Ethical Standards for Commercial Advertising	40	(2)
The Ethics of Intentional Ambiguity and Vagueness	42	(1)
The Ethics of Nonverbal Communication	43	(1)
The Ethics of Moral Exclusion	44	(1)
The Ethics of Racist/Sexist Language	45	(1)
Some Feminist Views on Persuasion	46	(2)
Ethical Standards in Cyberspace	48	(1)
Ethics and Personal Character	48	(2)
Improving Ethical Judgment	50	(2)
Review and Conclusion	52	(1)
Questions for Further Thought	52	(1)
3 TRADITIONAL AND HUMANISTIC APPROACHES TO PERSUASION	53	(20)
Aristotle's Instructional Approach	53	(8)
Dialectical and Epistemological Approaches	61	(1)
Scott's Epistemic Approach	62	(1)
Fisher's Narrative Approach	63	(1)
Power-Oriented Perspectives	64	(7)
Review and Conclusion	71	(1)
Questions for Further Thought	72	(1)
4 SOCIAL SCIENTIFIC APPROACHES TO PERSUASION	73	(30)
Reinforcement and Learning Theories	74	(6)
Perspectives on Attitude Change	80	(10)
Cognitive Approaches	90	(7)
Perspectives on Compliance Gaining	97	(2)
Persuasion and Mass Media Theories'	99	(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