The Neuroscience of Multimodal Persuasive Messages : Persuading the Brain book cover
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The Neuroscience of Multimodal Persuasive Messages
Persuading the Brain





ISBN 9781138635814
Published March 2, 2017 by Routledge
172 Pages 9 B/W Illustrations

 
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Book 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

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Author(s)

Biography

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.