The neuroscience of multimodal persuasive messages : persuading the brain / Dirk Remley.

Format:

Book

Author/Creator:

Remley, Dirk, author.

Series:

Routledge studies in technical communication, rhetoric, and culture

Language:

English

Subjects (All):

Persuasion (Psychology).

Cognitive neuroscience.

Persuasive Communication.

Cognitive Neuroscience.

Medical Subjects:

Persuasive Communication.

Cognitive Neuroscience.

Physical Description:

161 pages : illustrations ; 24 cm.

Place of Publication:

New York, NY : Routledge, 2017.

Summary:

"In this book, Dirk Remley applies his model of integrating mulitmodal rhetorical theory and multi-sensory neural processing theory pertaining to cognition and learning to mulitmodal persuasive messages. Using existing theories from multimodal rhetoric and specific findings from neurobiological studies, the book shows possible applications of the model through case studies related to persuasive messages such as those found in political campaign advertising, legal scenarios, and general advertising, inlcuding print, videos, and in-person settings. As such, the book furthers the discussion of cognitive neuroscience and multimodal rhetorical theory, and it serves as a vehicle by which readers can better understand the links between multimodal rhetoric and cognitive neuroscience associated with persuasive communication in professional and educational environments"--page [i].

Contents:

Persuasive rhetoric and the brain

Multimodality and neurobiology

The neuro-cognitive model of multimodal rhetoric

Framing perception with media

Narrative and persuasion

Dress and natural [neural] codes : smell, setting and audience

Persuasion of change

Historical political speeches

Persuasion, perception and the law

Applications in production of materials

A neurorhetorical analysis of a multimodal print persuasive message.

Notes:

Includes bibliographical references (pages [153]-161) and index.

ISBN:

9781138635814

1138635812

OCLC:

962234382