The Neuroscience of Multimodal Persuasive Messages: Persuading the Brain, 1st Edition (Paperback) book cover

The Neuroscience of Multimodal Persuasive Messages

Persuading the Brain, 1st Edition

By Dirk Remley

Routledge

164 pages

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Description

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.

Table of Contents

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

About the Author

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.

Subject Categories

BISAC Subject Codes/Headings:
BUS007000
BUSINESS & ECONOMICS / Business Communication / General
LAN004000
LANGUAGE ARTS & DISCIPLINES / Communication Studies
LAN009000
LANGUAGE ARTS & DISCIPLINES / Linguistics / General
LAN015000
LANGUAGE ARTS & DISCIPLINES / Rhetoric
PSY008000
PSYCHOLOGY / Cognitive Psychology