Persuasion: Theory and Applications

Paperback | February 7, 2014

byLillian Beeson

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By including works from Aristotle to Kenneth Burke, Persuasion: Theory and Applications provides a comprehensive introduction to persuasion. Author Lillian Beeson offers a balance of classic rhetorical theories and contemporary social-science approaches, demonstrating how these multipleperspectives apply to various fields including politics, religion, art, entertainment, advertising, public relations, and law. The text contains relevant, controversial, and compelling examples that will engage students in the discussion of how persuasion works and show them how to effectively applythis knowledge to their everyday lives.

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By including works from Aristotle to Kenneth Burke, Persuasion: Theory and Applications provides a comprehensive introduction to persuasion. Author Lillian Beeson offers a balance of classic rhetorical theories and contemporary social-science approaches, demonstrating how these multipleperspectives apply to various fields including pol...

Lillian Beeson is Professor Emeritus of Communication at University of Pittsburgh at Greensburg. She is a recipient of the University of Pittsburgh Chancellor's Distinguished Teaching Award.
Format:PaperbackDimensions:368 pages, 9.25 × 7.5 × 0.68 inPublished:February 7, 2014Publisher:Oxford University PressLanguage:English

The following ISBNs are associated with this title:

ISBN - 10:0199732353

ISBN - 13:9780199732357

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Table of Contents

PrefaceIntroductionPart l. Theoretical Foundations1. Introduction to Persuasion in Everyday PracticesKey words and PreviewJoseph DeVito Communication ModelRationale: Why Study PersuasionRhetoric in PoliticsRhetoric in LawRhetoric in ReligionRhetoric in Art and FilmRhetoric in Advertising and Public RelationsReceiver Focused CommunicationDistinctions between Informative Speech, Persuasion, and PropagandaDefinition of PersuasionRhetorical Efforts in International DisputesThe Functions of PersuasionSummary2. Rhetorical Scholars; Perspectives on the RhetoricKey Words and PreviewThe Sophists--The First RhetoriciansIsocrates: Plato's CompetitorPlato's DialoguesAristotleThe Rhetoric of CiceroThe Rhetoric of QuintilianThe Middle Ages--Emergence of Christian RhetoricRhetoric and Belles LettresGeorge Campbell and His Philosophy of RhetoricRichard Whatley's Advice to PreachersKenneth Burke a Literary Critic's View of RhetoricWalter Fisher's Narrative TheoryJacque Ellul's La Technique--A Sociological Perspective on PropagandaHugh Rank's Intensify/Downplay Model of PersuasionMichael Calvin McGee: The IdeographSummary3. Audiences: Social Scientists Address Needs, Attitudes, and BeliefsKey Words and PreviewAudience Demographics and PsychographicsPersuasion in Interpersonal Exchanges, Small Groups, and Mass AudiencesSource CredibilityA.H. Maslow: The Pyramid of NeedsVance Packard: Eight Hidden NeedsAudience Attitudes and Beliefs: Consistency TheoriesCognitive Dissonance Theory (CDT)Gerald Miller's Counter Attitudinal Advocacy and Role PlayingMere Exposure Theory (MET)Theory of Reasoned Action (TRA)Social Judgment Theory (SJT)Expectancy Violation Theory (EVT)Elaboration Likelihood Model (ELM)Summary4. Language: The Code of PersuasionKey Words and PreviewGeneral SemanticsCognitive, Affective, and Behavioral Functions of WordsGeorge Herbert Mead's Symbolic Interaction TheoryLanguage in PoliticsGeorge Lakoff's Analysis of MetaphorsThe Mind is a BodyEmotional LanguageRush Limbaugh's Use of Emotional LanguageEnglish--An Ongoing ProjectDenotative, Connotative, and Functional Axis of WordsLanguage and RaceLanguage and GenderThe Rhetoric of Hillary ClintonSummary5. Messages: Verbal and Nonverbal SupportKey Words and PreviewPlato's Vision of Reason and Passion--The Phaedrus, a Dialogue about the Duality of ManAristotle's View of EmotionsBrockriede's Analysis of Speaker-Audience RelationshipsEvidence in Persuasive Messages--Narratives or Stories--Examples--Testimony--Analogies--StatisticsFallacies in Reasoning--Ad Hominem--Ad Populum--Argumentum ad Miseracordiam--Argumentum ad Absurdum--Non Sequitur--Post Hoc Ergo Propter Hoc--False Dilemma--Slippery SlopeEffects of Evidence in Persuasive CommunicationOrganizing Arguments for Maximum EffectNonverbal Communication--Characteristics of Nonverbal Communication--The Functions and Codes of Nonverbal CommunicationSummaryPart II. Application of Persuasion in the Context of Politics, Law, Religion, Art and Cinema, Advertising, and Public Relations6. Political Communication: Mediated ConstructionsKey Words and PreviewThe Roots of Political CommunicationVisual Rhetoric--Images, Arguments, and Illusions--Political Cartoons and Photographs as PropositionsThe Daisy Girl Ad 1964Television DebatesThe Internet and Political Campaigns--Jib Jab MediaThe Use of Visual Rhetoric in Political Conventions--Ronald Reagan: The Great communicator--Bill Clinton: The Man from Hope--G.W. Bush: The Sky's the Limit--The Obama Biography Video 2008--Mitt Romney's Promotional Film 2012President Obama Wins Again 2012--The Interplay of Influence--Jamieson and Campbell's PerspectivePresidential Rhetoric as a Window to the WorldApproaches to Presidential RhetoricJurgen Habermas on Democracy and DeliberationThe Deliberative ParadigmActors who Contribute to Political CommunicationMass Media's Role to Frame DebateMass Media as Watch Dog or the Fourth EstatePolitics and the Functions Model of Mass MediaMedia Bias and National ViewsPolitical Persuasion Outside the MainstreamSummary7. Legal Communication - Persuasion in CourtKey Words and PreviewAristotle's View of Forensic SpeechLegal Communication in the Twenty-First CenturyConflicting InterestsPersuasion and the JuryStory-telling in TrialsOpening StatementsClosing StatementsTrial as TheaterNonverbal Communication as EffectThe Ethos of the LawyerPersuasion and the JudgeSummary8. Religion and PersuasionKey Words and PreviewThe Rhetoric of the Fifth Monarchy: Apocalyptic RhetoricThe Rhetoric of Conversion, Discernment, Communion, Exile, and Praise--The Rhetoric of Conversion--The Rhetoric of Discernment--The Rhetoric of Communion--The Rhetoric of Exile--The Rhetoric of PraiseOrthodoxy vs. ModernityFreedom of Religion from the Established OrderThe Judea-Christian Creation NarrativeReligion in a Postmodern WorldEvolution of a God of Wrath to a Plastic JesusJonathan Edwards' God of WrathJohn Woolman's God of EqualityDr. Martin Luther King, Jr. --The Philosophy of Nonviolent ResistanceReligious DiversityCults and Utopian Visions--Jonestown and The Branch Davidians--Jim Jones--The Branch DavidiansSummary9. Art as Persuasion: Visual RhetoricKey Words and PreviewSonja Foss' Theory of Visual RhetoricKostelnick and Hassett's ConventionsThe Vietnam MemorialMapplethorpe's Exhibit: The Perfect MomentVisual Rhetoric in Cinematic Messages of Change--Brokeback MountainPortrayals of Mental Illness in FilmMusic as PersuasionGangsta RapCreativity, Music, and PersuasionShannon and Weaver vs. Tony SchwartzMusic TelevisionSummary10. Advertising: Integrated Marketing Communication (IMC)Key Words and PreviewAdvertising Strategies and TacticsHistory of Commercial Speech--AdvertisingExpanded Channels for AdvertisingRecurring Complaints against AdvertisementsRegulators of Advertisements--Federal Trade Commission (FTC)--The Food and Drug Administration (FFA)--The Federal Communications Commission (FTC)--The Securities and Exchange Commission (SEC)--The U.S. Postal ServiceThe Stone Age Brain TheorySubliminal AdvertisingMarket ResearchNiche MarketingAge/Gender Sensitive Advertising--Children as Consumers--Gender Stereotypes--Senior Citizen AdsAdaptive Advertising Strategies Following DisastersSummary11. Public Relations: Engineering Public ConsentKey Words and PreviewFunctions of Public RelationsPublic Relations Gives Government Support AboardAn Inconvenient Truth: PR as EducationImage RestorationWilliam L. Benoit's Theory of Image RestorationSummaryGlossaryIndex