Designed to help students become more successful persuaders, Persuasive Messages offers practical advice on refining purpose, understanding audience, and designing a persuasive message. This textbook combines theory and practice, adopting a cognitive approach to understanding the persuasion process. A guide to successful persuasion, using student-friendly examples to provide a much-needed balance between theory and application Offers a new approach using the Cognitive Response Model, which places a special emphasis on audiences, and how they react to, or process, persuasive messages Covers a broad range of issues including: the relationship between attitudes and behaviour; the nature of ethics in persuasion; dealing with hostile and multiple audiences; and theories of persuasion, including consistency, social judgment, and reasoned action Teaches readers to be critical consumers of persuasive messages by discussing persuasion in advertising and in politics Lecturer resources available at www.blackwellpublishing.com/benoit
William L. Benoit is Professor of Communication at the University of Missouri-Columbia and editor of the journal Communication Studies . He and his co-author Pamela J. Benoit were jointly awarded the Daniel Rohrer Award for research in argumentation by the American Forensic Association. Pamela J. Benoit is Vice Provost for Advanced Studies, Dean of the Graduate School, and Professor of Communication at the University of Missouri-Columbia. She has been awarded the William T. Kemper Fellowship for Excellence in Teaching as well as several other recognitions for contributions to research, teaching, and service.
List of Figures. List of Boxes. List of Tables. Preface. Part I: Attitudes and Persuasion: . 1. The Importance of Persuasion. 2. The Cognitive Approach to Persuasion. 3. The Source of Persuasive Messages: Credibility. 4. Ethical Concerns. Part II: Preparing Persuasive Communication: . 5. Purpose and Audience. 6. Organization: Structuring the Message. 7. Substance: Support for Your Ideas. 8. Symbols and Style. 9. Hostile, Apathetic, Motivated, and Multiple Audiences. Part III: Theories of Persuasion: . 10. Consistency Theories of Attitude Change. 11. Social Judgment/Involvement Theory. 12. Theory of Reasoned Action. Part IV: Critical Consumers of Persuasive Messages: . 13. Persuasion in Advertising. 14. Persuasion in Political Campaigns. References. Index
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