Teaches readers to be critical consumers of persuasive messages by discussing persuasion in adverti
Trade Review
“Persuasive Messages displays a mature judgment about how to teach and learn persuasion. The product of two very experienced scholar/instructors, the book commits to a base theory – the Elaboration Likelihood Model – and shows how it informs both practice and reflection on other leading theories. This book is very well adapted to an introductory course with a practical component.”
Dale Hample, Western Illinois University
“The blending of classical rhetoric and contemporary persuasion theory and meta-analysis results as applied to everyday practice represents an exciting and remarkable achievement. Understandable and comprehensive, the Benoits begin the next generation of textbooks.”
Mike Allen, UW-Milwaukee“This clearly written book [does] a particularly good job of combining theory and application. References [are] comprehensive, … and the material well presented and accessible. Recommended.” Choice
Table of Contents
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
