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

The Neuroscience of Multimodal Persuasive Messages

Persuading the Brain, 1st Edition

By Dirk Remley


164 pages | 9 B/W Illus.

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Hardback: 9781138635814
pub: 2017-03-02
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pub: 2017-03-16
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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.

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.

About the Series

Routledge Studies in Technical Communication, Rhetoric, and Culture

This series promotes innovative, interdisciplinary research in the theory and practice of technical communication, broadly conceived as including business, scientific, and health communication. Technical communication has an extensive impact on our world and our lives, yet the venues for long-format research in the field are few. This series serves as an outlet for scholars engaged with the theoretical, practical, rhetorical, and cultural implications of this burgeoning field. The editors welcome proposals for book-length studies and edited collections involving qualitative and quantitative research and theoretical inquiry into technical communication and associated fields and topics, including user-centered design; information design; intercultural communication; risk communication; new media; social media; visual communication and rhetoric; disability/accessibility issues; communication ethics; health communication; applied rhetoric; and the history and current practice of technical, business, and scientific communication.

The series is proud to congratulate Ehren Pflugfelder on winning the 2018 CCCC Technical and Scientific Communication Award in the category of Best Book in Technical or Scientific Communication for the book Communicating Technology and Mobility: A Material Rhetoric for Persuasive Transportation!

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Subject Categories

BISAC Subject Codes/Headings:
BUSINESS & ECONOMICS / Business Communication / General
LANGUAGE ARTS & DISCIPLINES / Communication Studies
LANGUAGE ARTS & DISCIPLINES / Linguistics / General
PSYCHOLOGY / Cognitive Psychology
PSYCHOLOGY / Neuropsychology