About this Product

Overview

Intended for courses in persuasion, propaganda, advertising/marketing, or any course dealing with rhetorical and/or media criticism that takes a consumer approach to advertising, the media, and political persuasion. These courses are offered at four-year schools in departments of speech, speech communication, mass communication, communication studies and/or communication.

About The Author

Charles U. Larson

Dr. Charles Larson received his Ph.D. from the University of Minnesota and began teaching at Northern Illinois University in 1968. He taught full time until May 2000 and then taught on a part-time emeritus status until 2002. In 2001, Dr. Larson and a former student launched a full-service advertising agency, where he now devotes his time when he is not fishing, hunting, camping, canoeing, gardening, or singing bass for a barbershop group or choir.

Table of Contents

Preface.
Part I: THEORETICAL PREMISES.
1. Persuasion in Today's Changing World.
2. Perspectives on Ethics in Persuasion.
3. Traditional and Humanistic Approaches to Persuasion.
4. Social Scientific Approaches to Persuasion.
5. The Making, Use, and Misuse of Symbols.
6. Tools for Analyzing Language and Other Persuasive Symbols.
Part II: IDENTIFYING PERSUASIVE FIRST PREMISES.
7. Psychological or Process Premises: The Tools of Motivation and Emotion.
8. Content or Logical Premises in Persuasion.
9. Cultural Premises in Persuasion.
10. Nonverbal Messages in Persuasion.
Part III: APPLICATIONS OF PERSUASIVE PREMISES.
11. The Persuasive Campaign or Movement.
12. Becoming a Persuader.
13. Modern Media and Persuasion.
14. The Use of Persuasive Premises in Advertising and IMC.

Features

  • The author offers in-depth, scholarly coverage of persuasion, including work by Burke and Langer, as well as semantic and semiotic approaches.
  • A unique Chapter 3, "Traditional and Humanistic Approach to Persuasion," written by Joseph Scudder of Northern Illinois University, covers persuasion research methods from the Aristotelian tradition to humanistic approaches, including discussions of the Women's Movement and radical movements.
  • In-depth coverage of contemporary marketing theories includes, positioning, database and direct marketing, psychographic/sociographic and demographic research, plus verbal and visual examples.
  • Numerous ads and cartoons illustrate concepts and provide real-life, current examples for analysis.
  • Ethics-related exercises, case studies, and challenges, as well as thought-provoking "Questions for Further Thought" encourage students to apply the theories and concepts to their own lives and contemporary society.

New to this Edition

  • Larson focuses on "The Seven Faces of Persuasion" to help readers understand the role of persuasion in a world that is 1) 24/7 networked and ethically challenged, 2) media-saturated, 3) filled with advocacy and propaganda, 4) multicultural and diverse, 5) deceptive and filled with scams, 6) loaded with double speak, and 7) results-oriented, looking only at the bottom line.
  • New "Propaganda" and "Interactive Media" boxes engage students in key methods of persuasion.
  • The implications of our increasingly diverse culture for the practice and teaching of persuasion are explored from both the persuader's and the consumer's perspectives.
  • The book demonstrates how today's multi-culturally diverse citizens are increasingly influenced by interactive media.
  • Chapter 2 has been thoroughly revised to address today's crisis in ethics by exploring the ethical lapses in all areas of our lives, including religion, politics, government, journalism, business practices, personal relations, the Executive Branch of government, and even foreign policy.

Supplements

Instructor Resources 

InfoTrac® College Edition Printed Access Card
ISBN-10: 0534558534 |  ISBN-13: 9780534558536
This online research and learning center offers over 20 million full-text articles from nearly 6,000 scholarly and popular periodicals. The articles cover a broad spectrum of disciplines and topics--ideal for every type of researcher. Learn more at www.cengage.com/infotrac. (Access code/card required).

Student Resources 

InfoTrac® College Edition Printed Access Card
ISBN-10: 0534558534 |  ISBN-13: 9780534558536
This online research and learning center offers over 20 million full-text articles from nearly 6,000 scholarly and popular periodicals. The articles cover a broad spectrum of disciplines and topics--ideal for every type of researcher. Learn more at www.cengage.com/infotrac. (Access code/card required).

Customize this Text

Nobody knows your students like you, so why not give them a text that is tailor-fit to their needs? Cengage Learning offers custom solutions for your course—whether it's making a small modification to PERSUASION AND RESPONSIBILITY, TWELFTH EDITION to match your syllabus or combining multiple sources to create something truly unique. You can pick and choose chapters, include your own material, and add additional readings to create a text that fits the way you teach. Ensure that your students get the most out of their textbook dollar by giving them exactly what they need. Contact your Cengage Learning representative to explore custom solutions for your course.