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Cover

Persuasion

Theory and Applications

Lillian Beeson

Publication Date - January 2014

ISBN: 9780199732357

400 pages
Paperback
7-1/2 x 9-1/4 inches

In Stock

Retail Price to Students: $66.95

A comprehensive and engaging introduction that prepares students to understand, analyze, and appreciate the complexity of persuasive discourse from multiple perspectives

Description

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 multiple perspectives 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 apply this knowledge to their everyday lives.

About the Author(s)

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.

Reviews

"Lillian Beeson offers students and teachers of rhetoric and persuasion one of the most complete texts in our field. This outstanding volume presents readers with a perfect balance of theory and application, and explores both historical and contemporary perspectives. It is well suited for a variety of classes, both in and out of Communication."--Geoffrey Klinger, DePauw University

"Persuasion provides a good mixture of rhetoric and social-science perspectives on persuasion. Beeson nicely blends the history and evolution of persuasion with current thought and practice."--Bonnie Kay, California State University, Sacramento

Table of Contents

    Preface
    Introduction
    Part l. Theoretical Foundations
    1. INTRODUCTION TO PERSUASION IN EVERYDAY PRACTICES
    Key words and Preview
    Joseph DeVito Communication Model
    Rationale: Why Study Persuasion
    Rhetoric in Politics
    Rhetoric in Law
    Rhetoric in Religion
    Rhetoric in Art and Film
    Rhetoric in Advertising and Public Relations
    Receiver Focused Communication
    Distinctions between Informative Speech, Persuasion, and Propaganda
    Definition of Persuasion
    Rhetorical Efforts in International Disputes
    The Functions of Persuasion
    Summary
    2. RHETORICAL SCHOLARS; PERSPECTIVES ON RHETORIC
    Key Words and Preview
    The Sophists--The First Rhetoricians
    Isocrates: Plato's Competitor
    Plato's Dialogues
    Aristotle
    The Rhetoric of Cicero
    The Rhetoric of Quintilian
    The Middle Ages--Emergence of Christian Rhetoric
    Rhetoric and Belles Lettres
    George Campbell and His Philosophy of Rhetoric
    Richard Whatley's Advice to Preachers
    Kenneth Burke a Literary Critic's View of Rhetoric
    Walter Fisher's Narrative Theory
    Jacque Ellul's La Technique--A Sociological Perspective on Propaganda
    Hugh Rank's Intensify/Downplay Model of Persuasion
    Michael Calvin McGee: The Ideograph
    Summary
    3. AUDIENCES: SOCIAL SCIENTISTS ADDRESS NEEDS, ATTITUDES, AND BELIEFS
    Key Words and Preview
    Audience Demographics and Psychographics
    Persuasion in Interpersonal Exchanges, Small Groups, and Mass Audiences
    Source Credibility
    A.H. Maslow: The Pyramid of Needs
    Vance Packard: Eight Hidden Needs
    Audience Attitudes and Beliefs: Consistency Theories
    Cognitive Dissonance Theory (CDT)
    Gerald Miller's Counter Attitudinal Advocacy and Role Playing
    Mere Exposure Theory (MET)
    Theory of Reasoned Action (TRA)
    Social Judgment Theory (SJT)
    Expectancy Violation Theory (EVT)
    Elaboration Likelihood Model (ELM)
    Summary
    4. LANGUAGE: THE CODE OF PERSUASION
    Key Words and Preview
    General Semantics
    Cognitive, Affective, and Behavioral Functions of Words
    George Herbert Mead's Symbolic Interaction Theory
    Language in Politics
    George Lakoff's Analysis of Metaphors
    The Mind is a Body
    Emotional Language
    Rush Limbaugh's Use of Emotional Language
    English--An Ongoing Project
    Denotative, Connotative, and Functional Axis of Words
    Language and Race
    Language and Gender
    The Rhetoric of Hillary Clinton
    Summary
    5. MESSAGES: VERBAL AND NONVERBAL SUPPORT
    Key Words and Preview
    Plato's Vision of Reason and Passion
    --The Phaedrus, a Dialogue about the Duality of Man
    Aristotle's View of Emotions
    Brockriede's Analysis of Speaker-Audience Relationships
    Evidence in Persuasive Messages
    --Narratives or Stories
    --Examples
    --Testimony
    --Analogies
    --Statistics
    Fallacies in Reasoning
    --Ad Hominem
    --Ad Populum
    --Argumentum ad Miseracordiam
    --Argumentum ad Absurdum
    --Non Sequitur
    --Post Hoc Ergo Propter Hoc
    --False Dilemma
    --Slippery Slope
    Effects of Evidence in Persuasive Communication
    Organizing Arguments for Maximum Effect
    Nonverbal Communication
    --Characteristics of Nonverbal Communication
    --The Functions and Codes of Nonverbal Communication
    Summary
    Part II. Application of Persuasion in the Context of Politics, Law, Religion, Art & Cinema, Advertising, and Public Relations
    6. POLITICAL COMMUNICATION: MEDIATED CONSTRUCTIONS
    Key Words and Preview
    The Roots of Political Communication
    Visual Rhetoric--Images, Arguments, and Illusions
    --Political Cartoons and Photographs as Propositions
    The Daisy Girl Ad 1964
    Television Debates
    The Internet and Political Campaigns
    --Jib Jab Media
    The 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 2012
    President Obama Wins Again 2012
    --The Interplay of Influence--Jamieson & Campbell's Perspective
    Presidential Rhetoric as a Window to the World
    Approaches to Presidential Rhetoric
    Jurgen Habermas on Democracy and Deliberation
    The Deliberative Paradigm
    Actors who Contribute to Political Communication
    Mass Media's Role to Frame Debate
    Mass Media as Watch Dog or the Fourth Estate
    Politics and the Functions Model of Mass Media
    Media Bias and National Views
    Political Persuasion Outside the Mainstream
    Summary
    7. LEGAL COMMUNICATION--PERSUASION IN COURT
    Key Words and Preview
    Aristotle's View of Forensic Speech
    Legal Communication in the Twenty-First Century
    Conflicting Interests
    Persuasion and the Jury
    Story-telling in Trials
    Opening Statements
    Closing Statements
    Trial as Theater
    Nonverbal Communication as Effect
    The Ethos of the Lawyer
    Persuasion and the Judge
    Summary
    8. RELIGION AND PERSUASION
    Key Words and Preview
    The Rhetoric of the Fifth Monarchy: Apocalyptic Rhetoric
    The 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 Praise
    Orthodoxy vs. Modernity
    Freedom of Religion from the Established Order
    The Judea-Christian Creation Narrative
    Religion in a Postmodern World
    Evolution of a God of Wrath to a Plastic Jesus
    Jonathan Edwards' God of Wrath
    John Woolman's God of Equality
    Dr. Martin Luther King, Jr. --The Philosophy of Nonviolent Resistance
    Religious Diversity
    Cults and Utopian Visions--Jonestown and The Branch Davidians
    --Jim Jones
    --The Branch Davidians
    Summary
    9. ART AS PERSUASION: VISUAL RHETORIC
    Key Words and Preview
    Sonja Foss' Theory of Visual Rhetoric
    Kostelnick and Hassett's Conventions
    The Vietnam Memorial
    Mapplethorpe's Exhibit: The Perfect Moment
    Visual Rhetoric in Cinematic Messages of Change--Brokeback Mountain
    Portrayals of Mental Illness in Film
    Music as Persuasion
    Gangsta Rap
    Creativity, Music, and Persuasion
    Shannon & Weaver vs. Tony Schwartz
    Music Television
    Summary
    10. ADVERTISING: INTEGRATED MARKETING COMMUNICATION (IMC)
    Key Words and Preview
    Advertising Strategies and Tactics
    History of Commercial Speech--Advertising
    Expanded Channels for Advertising
    Recurring Complaints against Advertisements
    Regulators 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 Service
    The Stone Age Brain Theory
    Subliminal Advertising
    Market Research
    Niche Marketing
    Age/Gender Sensitive Advertising
    --Children as Consumers
    --Gender Stereotypes
    --Senior Citizen Ads
    Adaptive Advertising Strategies Following Disasters
    Summary
    11. PUBLIC RELATIONS: ENGINEERING PUBLIC CONSENT
    Key Words and Preview
    Functions of Public Relations
    Public Relations Gives Government Support Aboard
    An Inconvenient Truth: PR as Education
    Image Restoration
    William L. Benoit's Theory of Image Restoration
    Summary
    Glossary
    Index

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