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Reflecting the latest practices and developments from the field, PERSUASION: RECEPTION AND RESPONSIBILITY, 13e, examines various aspects of popular culture--politics, mass media, advertising, and the Internet--as they exemplify critical theories of persuasion. Extremely student friendly, the lively Thirteenth Edition is packed with timely, real-life examples of persuasion in action that help students apply what they've learned to everyday life. The new edition offers expanded coverage of the impact of fast-growing social network media, while an increased emphasis on ethics ensures students consider ethical implications as they develop their own persuasion skills. Proven author Charles U. Larson--a respected professor and successful practitioner--weaves together persuasion theory, research, and ethics to help students develop skills as critical consumers of all forms of persuasion as well as understand their responsibilities as constant receivers of persuasive messages in today's 24/7 networked and media-saturated world.
- Throughout the innovative Thirteenth Edition a new emphasis on social network media--such as Facebook, YouTube, and Twitter--spotlights how these fast-growing media are changing persuasion.
- Each chapter includes an expanded number and type of student activity boxes to keep readers fully engaged with chapter concepts.
- Increased coverage of two key models of persuasion--Rank's Intensify/Downplay Model and Petty and Cacioppo's Elaboration Likelihood Model--is included throughout the text.
- Ensuring students consider ethical issues as they develop their persuasion skills, the new edition's expanded emphasis on ethical issues includes propaganda and multicultural communication.
- Chapter 2 includes an insightful new section on lying and deception.
- Chapter 3 features a new section on Visual Rhetoric and expands the social movement section.
- The emphasis on the Theory of Reasoned Action and the role of efficacy is significantly expanded in Chapter 4.
- Intriguing "Propaganda" and "Interactive Media" boxes engage students in key methods of persuasion.
- The implications of an increasingly diverse culture for the practice and teaching of persuasion are explored from both the persuader's and the consumer's perspectives.
- The book clearly demonstrates how today's multiculturally diverse citizens are increasingly influenced by interactive media.
- Reflecting the current crisis in ethics, Chapter 2 explores the ethical lapses in all areas of life, including religion, politics, government, journalism, business practices, personal relations, the executive branch of government, and even foreign policy.
- A well-respected professor and successful practitioner, 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" 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.
- Reflecting real-world practice, numerous ads and cartoons vividly illustrate concepts while providing real-life, current examples for analysis.
- Ethics-related exercises, case studies, challenges, and insightful "Questions for Further Thought" encourage students to apply the theories and concepts to their own lives and contemporary society.
- Rank's model is fully integrated throughout the text.
- Focusing on "The Seven Faces of Persuasion", Dr. Larson helps readers thoroughly 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.
1. Persuasion in Today's Changing World.
2. Perspectives on Ethics in Persuasion.
3. Traditional, Artistic, 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 Premises 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.
Cengage provides a range of supplements that are updated in coordination with the main title selection. For more information about these supplements, contact your Learning Consultant.
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