The Neuroscience of Multimodal Persuasive Messages

Persuading the Brain

Dirk Remley (Autor)

Buch | Hardcover

172 Seiten

2017
Routledge (Verlag)
978-1-138-63581-4 (ISBN)

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In this book, Dirk Remley applies his model of integrating multimodal rhetorical theory and multi-sensory neural processing theory pertaining to cognition and learning to multimodal 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, including 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.

Dirk Remley is Professor in the Department of English at Kent State University, USA. He is the author of How the Brain Processes Multimodal Technical Instructions, Baywood 2015 and Exploding Technical Communication, Baywood 2015.

1. Introduction

2. Multimodality and Neurobiology

3. The Neurocognitive Model of Multimodal Rhetoric

4. Framing Perception with Media

5. Narrative and Persuasion

6. Dress and Natural [Neural] Codes: Smell, Setting and Audience

7. Persuasion of Change

8. Historical Political Speeches

9. Persuasion, Perception and the Law

10. Production

11. A Neurorhetorical Analysis of a Multimodal Print Persuasive Message

12. Conclusion

Erscheinungsdatum	03.06.2017
Reihe/Serie	Routledge Studies in Technical Communication, Rhetoric, and Culture
Zusatzinfo	1 Tables, black and white; 8 Line drawings, black and white; 1 Halftones, black and white; 9 Illustrations, black and white
Verlagsort	London
Sprache	englisch
Maße	152 x 229 mm
Gewicht	226 g
Themenwelt	Geisteswissenschaften ► Psychologie ► Allgemeine Psychologie
	Geisteswissenschaften ► Psychologie ► Verhaltenstherapie
	Geisteswissenschaften ► Sprach- / Literaturwissenschaft ► Sprachwissenschaft
	Sozialwissenschaften ► Kommunikation / Medien ► Kommunikationswissenschaft
ISBN-10	1-138-63581-2 / 1138635812
ISBN-13	978-1-138-63581-4 / 9781138635814
Zustand	Neuware