Persuasion : Reception and Responsibility (Wadsworth Series in Communication Studies) (11TH)

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Persuasion : Reception and Responsibility (Wadsworth Series in Communication Studies) (11TH)

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  • 製本 Paperback:紙装版/ペーパーバック版/ページ数 368 p.
  • 言語 ENG,ENG
  • 商品コード 9780495091592
  • DDC分類 303.342

Table of Contents

Preface                                            xiv
PART I Theoretical Premises 1 (138)
Persuasion in Today's Changing World 5 (20)
Learning Goals 5 (3)
Persuasion in an Information Age 8 (2)
Persuasion in a Technological World 10 (1)
Doublespeak in a Persuasion-Filled World 10 (1)
Defining Persuasion: From Aristotle to 11 (4)
Elaboration Likelihood
Criteria for Responsible Persuasion 15 (1)
The SMCR Model of Persuasion 15 (3)
Rank's Model of Persuasion 18 (3)
A Method of Self-Protection 21 (1)
Review and Conclusion 22 (1)
Key Terms 22 (1)
Application of Ethics 23 (1)
Questions for Further Thought 23 (2)
Perspectives on Ethics in Persuasion 25 (27)
Learning Goals 26 (2)
Ethical Responsibility 28 (1)
Adaptation to the Audience 28 (1)
The Ethics of Ends and Means 29 (1)
The Importance of Ethics 30 (1)
Ethical Responsibilities of Receivers 31 (1)
Some Ethical Perspectives 32 (5)
The Golden Rule and the Platinum Rule 37 (1)
Ethical Standards for Political Persuasion 38 (1)
Ethical Standards for Commercial 39 (2)
Advertising
The Ethics of Intentional Ambiguity and 41 (1)
Vagueness
The Ethics of Nonverbal Communication 42 (1)
The Ethics of Moral Exclusion 43 (1)
The Ethics of Racist/Sexist Language 44 (1)
Some Feminist Views on Persuasion 44 (2)
Ethical Standards in Cyberspace 46 (1)
Ethics and Personal Character 47 (2)
Improving Ethical Judgment 49 (1)
Review and Conclusion 50 (1)
Key Terms 50 (1)
Application of Ethics 51 (1)
Questions for Further Thought 51 (1)
Traditional and Humanistic Approaches to 52 (19)
Persuasion
Learning Goals 52 (1)
Aristotle's Rhetoric 53 (5)
Plato's Dialogic Approach 58 (1)
Scott's Epistemic Approach 59 (1)
Fisher's Narrative Approach 60 (2)
Power-Oriented Perspectives 62 (6)
Review and Conclusion 68 (1)
Key Terms 69 (1)
Application of Ethics 69 (1)
Questions for Further Thought 69 (2)
Social Scientific Approaches to Persuasion 71 (27)
Learning Goals 72 (1)
Dual-Process Theories 72 (5)
Variable-Analytic Approaches to Persuasion 77 (8)
Alternatives to Dual-Process Models 85 (8)
Perspectives on Compliance Gaining 93 (2)
Review and Conclusion 95 (1)
Key Terms 96 (1)
Application of Ethics 97 (1)
Questions for Further Thought 97 (1)
The Making, Use, and Misuse of Symbols 98 (16)
Learning Goals 98 (2)
The Power of the English Language 100(1)
Language, Eloquence, and Symbolic Action 101(2)
Langer's Approach to Language Use 103(1)
General Semantics and Language Use 104(3)
Burke's Approach to Language Use 107(2)
The Semiotic Approach to Language Use 109(3)
Review and Conclusion 112(1)
Key Terms 112(1)
Application of Ethics 112(1)
Questions for Further Thought 113(1)
Tools for Analyzing Language and Other 114(25)
Persuasive Symbols
Learning Goals 114(1)
The Functional Dimension: What Do the 115(2)
Words Do?
The Semantic Dimension: What Do the Words 117(1)
Mean?
The Thematic Dimension: How Do the Words 117(1)
Feel?
The Power of Symbolic Expression 118(2)
Tools for Analyzing Persuasive Symbols 120(12)
Tuning Your Ears for Language Cues 132(3)
Review and Conclusion 135(1)
Key Terms 136(1)
Application of Ethics 136(1)
Questions for Further Thought 136(3)
PART II Identifying Persuasive First Premises 139(102)
Psychological or Process Premises: The 141(33)
Tools of Motivation and Emotion
Learning Goals 142(1)
Needs: The First Process Premise 143(15)
Emotions: The Second Process Premise 158(5)
Attitudes: The Third Process Premise 163(4)
Consistency: The Fourth Process Premise 167(4)
Review and Conclusion 171(1)
Key Terms 172(1)
Application of Ethics 172(1)
Questions for Further Thought 173(1)
Content or Logical Premises in Persuasion 174(24)
Learning Goals 175(1)
What Is Proof? 176(1)
Types of Evidence 177(4)
Types of Reasoning 181(5)
Misuses of Reasoning and Evidence 186(1)
Common Fallacies Used in Persuasion 187(3)
Logical Syllogisms 190(3)
The Toulmin Format 193(2)
Review and Conclusion 195(1)
Key Terms 196(1)
Application of Ethics 196(1)
Questions for Further Thought 196(2)
Cultural Premises in Persuasion 198(23)
Learning Goals 199(1)
Cultural Patterns 200(1)
Cultural Images and Myths 201(6)
Reich's Cultural Parables 207(3)
The Man's Man and the Woman's Woman 210(1)
Image as a Cultural Premise 211(3)
The American Value System 214(4)
Review and Conclusion 218(1)
Key Terms 218(1)
Application of Ethics 219(1)
Questions for Further Thoughti 219(2)
Nonverbal Messages in Persuasion 221(20)
Learning Goals 221(1)
Nonverbal Channels 222(11)
Gender Differences in Nonverbal 233(2)
Communication
Dialect 235(1)
The Use of Nonverbal Tactics 235(1)
Other Nonverbal Messages 236(2)
Review and Conclusion 238(1)
Key Terms 238(1)
Application of Ethics 238(1)
Questions for Further Thought 239(2)
PART III Applications of Persuasive Premises 241(102)
The Persuasive Campaign or Movement 243(23)
Learning Goals 243(2)
Campaigns as Systematic Communication 245(1)
Campaigns Versus Single-Shot Persuasive 245(1)
Messages
Similarities Among the Types of Campaigns 246(1)
Goals, Strategies, and Tactics in 246(1)
Campaigns
Developmental Stages in Campaigns 246(17)
Review and Conclusion 263(1)
Key Terms 264(1)
Application of Ethics 264(1)
Questions for Further Thought 265(1)
Becoming a Persuader 266(21)
Learning Goals 267(1)
Audience Analysis: Knowing Your Audience 267(1)
Audience Demographics 268(3)
Forms of Organization 271(3)
Forms of Proof 274(2)
Building Your Credibility 276(1)
Wording Your Message 277(2)
Delivering Your Message 279(2)
Common Tactics of Persuasion 281(3)
Review and Conclusion 284(1)
Key Terms 284(1)
Application of Ethics 285(1)
Questions for Further Thought 285(2)
Modern Media and Persuasion 287(22)
Learning Goals 288(1)
Media Innovations 288(4)
Schwartz's Perspectives on Media Use 292(3)
McLuhan's Perspectives on Media Use 295(4)
Uses and Gratification Theory 299(1)
Agenda Setting 300(2)
News Manipulation and Persuasion 302(1)
The Internet and Persuasion 303(4)
Review and Conclusion 307(1)
Key Terms 307(1)
Application of Ethics 308(1)
Questions for Further Thought 308(1)
The Use of Persuasive Premises in 309(34)
Advertising and IMC
Learning Goals 310(1)
Advertising, Sales Promotion, and 311(3)
Positioning
Problems of an Over-Communicated Society 314(5)
Getting into the Consumer's Head: 319(6)
Advertising Research
From Research to Copy: The Languages of 325(1)
Advertising
Weasel Words in Advertising 326(1)
Deceptive Claims in Advertising 326(4)
Changes in Our World: Implications for 330(1)
Advertising
Sexual Appeals and Subliminal Persuasion 331(6)
in Advertising
Review and Conclusion 337(4)
Key Terms 341(1)
Application of Ethics 341(1)
Questions for Further Thought 342(1)
Epilogue 343(2)
References 345(15)
Index 360