Higher Education

Persuasion: Reception and Responsibility, 12th Edition

  • Charles U. Larson Northern Illinois University
  • ISBN-10: 0495567507  |  ISBN-13: 9780495567509
  • 480 Pages
  • Previous Editions: 2007, 2004, 2001
  • © 2010 | Published
  • College Bookstore Wholesale Price = $183.00
  • Newer Edition Available
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PERSUASION: RECEPTION AND RESPONSIBILITY, Twelfth Edition, examines various aspects of popular culture—politics, mass media, advertising, and the Internet—as they exemplify critical theories of persuasion. Easy to understand and written in a conversational tone, the Twelfth Edition is filled with current, real-life examples of persuasion in action that help students apply what they've learned to everyday life. Author Charles U. Larson weaves together persuasion theory, research, and ethics to underscore the book's central purpose: to help students master the topics of the course, develop skills as critical consumers of all forms of persuasion, and understand their responsibilities as constant receivers of persuasive messages in today's 24/7 networked and media-saturated world.

Features and Benefits

  • 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.

Table of Contents

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.
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.
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.

What's New

  • 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.


All supplements have been updated in coordination with the main title. Select the main title's "About" tab, then select "What's New" for updates specific to title's edition.

For more information about these supplements, or to obtain them, contact your Learning Consultant.

Instructor Supplements

PowerLecture (PowerPoint, ExamView, Instructor's Resource Manual)  (ISBN-10: 0495833487 | ISBN-13: 9780495833482)

PowerLecture instructor resources are a collection of book-specific lecture and class tools on either CD or DVD. The fastest and easiest way to build powerful, customized media-rich lectures, PowerLecture assets include chapter-specific PowerPoint presentations, images, animations and video, instructor manual, test bank, useful web links and more.

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).

List Price = $32.00  | College Bookstore Wholesale Price = $24.00

Student Supplements

InfoTrac® College Edition Printed Access Card  (ISBN-10: 0534558534 | ISBN-13: 9780534558536)

Save time, save money, and eliminate the trek to the library and long waits for reserved readings with InfoTrac® College Edition, an online university library of more than 5,000 academic and popular magazines, newspapers, and journals.

List Price = $32.00  | College Bookstore Wholesale Price = $24.00

Meet the Author

Author Bio

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.