Persuasion in Society

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SAGE, May 17, 2001 - Language Arts & Disciplines - 414 pages
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Persuasion in Society combines contemporary rhetorical theory and criticism with social scientific theory and research to help readers better practice persuasion, improve their capacity to analyze critical messages, and better understand the workings of persuasion in society and its psychological dynamics.
 

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Contents

Understanding Persuasion
1
1 Rats Campaign Ad
7
CHAPTER
11
2 How Often Do You Arrempt to Deceive Orhers?
13
2 Clips From the Opening of A New Beginning 1984
19
Basic Ptinciples
25
2 Response Reinforcement
31
3 Balanced and Imbalanced Ttiads
41
Going Public
181
1 Elizabeth Dole at the 1996 Republican Convention
188
1 Factors Affecting Communicator Credibility
196
1 An Atritudes Continuum on Gun Control
204
Planning Campaigns
211
1 Still From a Mobil Information Cenret Television Ad
230
Staging Political Campaigns
243
1 A TestMatkered Kiss?
255

Persuasion Broadly Considered
47
Persuasion in the Guise of Objectivity
55
1 Embrace and Pose
60
The Making of McWorld
64
Picture 32 Huge Lines Ourside Moscows Fitst McDonalds Restaurant 1990
67
The Coactive Approach
71
Chtistopher Reeve at
81
Resources of Communication
93
1 A Sampling of ComplianceGaining Methods 102103
102
Visual and Audiovisual Resources
108
Framing and Refraining
115
1 Anita Hill Gives Testimony at
126
Cognitive Shorthands
135
1 Aurhotity Is a Cognitive Shorthand in a Cigatetre Advertisement
141
Reasoning and Evidence
155
1 Structure of the Brady Case
165
Contexts for Persuasion
179
2 Clip From Republicans Boston Hatbot Ad 1988
261
5 Still From One in a Seties of Ads by the Democrats
268
Analyzing Product Advertising
275
3 Still From Television Ad for HBO Channels
293
Talking Through Differences
299
1 Still From GorePerot Debare on NAFTA
313
2 Antiabortion Proresrers ate Confronred
321
Leading Social Movements
329
Hitler Speaking at Dorrmund 1933
347
More About Ethics
355
CHAPTER 4
373
Resources for the Persuader
381
Ethical Unethical or Borderline? A SelfSurvey
389
Index
401
1 Components of Coactive Persuasion
403
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About the author (2001)

Herbert W. Simons is professor of rhetoric and communication at Temple University. He is the author of "Persuasion: Understanding, Practice, and Analysis" and the editor of numerous books, including "Rhetoric in the Human Sciences and The Legacy of Kenneth Burke,"

Joanne Morreale is associate professor in the communications studies department at Northeastern University

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