Neuroscience of Multimodal Persuasive Messages - Persuading the Brain

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.

List 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.

Summary

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.

Product details

• Authors: Dirk Remley, Remley Dirk
• Publisher: Taylor & Francis Ltd.
• Languages: English
• Product format: Paperback / Softback
• Released: 10.12.2019
• EAN: 9780367888343
• ISBN: 978-0-367-88834-3
• No. of pages: 172
• Series: Routledge Studies in Technical Communication, Rhetoric, and Culture
• Subjects: Humanities, art, music > Linguistics and literary studies > Other languages / Other literatures; Social sciences, law, business > Business > Advertising, marketing; Linguistics, LANGUAGE ARTS & DISCIPLINES / Linguistics / General, LANGUAGE ARTS & DISCIPLINES / Communication Studies, LANGUAGE ARTS & DISCIPLINES / Linguistics / Semantics, Communication Studies, Semantics, discourse analysis, stylistics, Semantics, discourse analysis, etc