Persuasion : reception and responsibility

목차 (Table of Contents)

• CONTENTS
• PART I THEORETICAL PERSPECTIVES = 2
• CHAPTER 1 Persuasion in Today's World = 4
• The Role of Persuasion in a Technological Age = 6
• Doublespeak in a Persuasion World = 7
• Defining Persuasion: Some Options = 9
• Criteria for Responsible Persuasion = 10
• Getting Ready for a World of Persuasion = 11
• Rank's Model of Persuasion = 15
• Intensification = 16
• Downplaying = 18
• Self-Protection: A Method = 21
• Review and Conclusion = 23
• Questions for Further Thought = 25
• Notes = 26
• CHAPTER 2 Perspectives on Ethics in Persuasion = 28
• Ethical Responsibility = 31
• Responsibilities of Receivers = 32
• Some Ethical Perspectives = 34
• Religious Perspectives = 34
• Human Nature Perspectives = 34
• Political Perspectives = 34
• Situational Perspectives = 35
• Legal Perspectives = 35
• Dialogical Perspectives = 35
• Ethics, Propaganda, and the Demagogue = 36
• Ethical Standards for Political Persuasion = 38
• Ethical Standards for Commercial Advertising = 41
• The Ethics of Subliminal Persuasion = 43
• The Ethics of Intentional Ambiguity and Vagueness = 44
• The Ethics of Nonverbal Communication = 46
• The Ethics of Racist／Sexist Language = 47
• Ethical Standards for Interpersonal Communication = 47
• Ethics and Personal Character = 49
• Review and Conclusion = 51
• Questions for Further Thought = 52
• Notes = 52
• CHAPTER 3 Approaches to Persuasion Research: The Roots of Research in Persuasion = 56
• Aristotle and Proof = 57
• Ethos ― Charisma and Credibility = 58
• Pathos and the Virtues = 59
• Logos and Topoi or "Places of Argument" = 61
• Contemporary Perspectives on Persuasion = 63
• Attitude Change Theory = 67
• Source = 68
• Message = 70
• Channel = 71
• Receiver = 71
• Consistency Theories = 73
• Balance Theory = 73
• Congruency Theory = 76
• Cognitive Dissonance Theory = 76
• Rokeach's Belief Hierarchy = 80
• Learning Theory = 81
• Skinnerian Behaviorism = 81
• Social Learning Theory = 85
• Social Judgment-Involvement Theory = 87
• Mass-Media Effects Theories = 89
• The Experience Pool = 89
• Receiver Selectivity = 91
• How We Use Media = 91
• Constructivism, or Personal Construct Theory = 93
• Review and Conclusion = 95
• Questions for Further Thought = 95
• Notes = 96
• CHAPTER 4 Symbol Making and Using ― A Foundation for Persuasion = 99
• Language and Its Roots = 101
• The Semantic Approach to Language Use = 105
• The Signal Response = 107
• Advertising as a Map = 109
• The Psycholinguistic Approach to Language Use = 111
• The Semiotic Approach to Language and Meaning = 113
• Symbolic Expression and Persuasive Language = 118
• The Functional Dimension: What Do the Words Do? = 119
• The Semantic Dimension: What Do the Words Mean? = 119
• The Thematic Dimension: How Do the Words Feel? = 119
• Using Symbolic Expression = 124
• Tools for the Functional Dimension = 125
• Grammatical Categories = 127
• Syntax as an Analytical Tool = 129
• Ambiguity as a Functional Device = 130
• Tools for the Semantic Dimension = 131
• Ambiguity of Meaning = 131
• Kenneth Burke and Ambiguity = 133
• The Dramatistic Pentad = 133
• Burke and Key Terms = 136
• Tools for the Thematic Dimension = 138
• Motifs and Metaphors = 138
• God, Devil, and Charismatic Terms = 139
• Pragmatic and Unifying Styles = 141
• Gender and Style = 144
• Tuning Your Ear for Cues = 145
• Review and Conclusion = 146
• Questions for Further Thought = 146
• Notes = 147
• PART II IDENTIFYING PERSUASIVE FIRST PREMISES = 150
• CHAPTER 5 Process Premises: The Tools of Motivation = 152
• The Classical View of Emotional Appeals = 153
• Needs: The First Process Premise = 154
• Packard's Eight Hidden Needs = 156
• Maslow's Pyramid of Needs = 165
• Uses of the Needs Process Premise = 170
• Attitudes: The Second Process Premise = 171
• Consistency: The Third Process Premise = 176
• Sources of Dissonance = 176
• Sources of Consonance = 180
• Review and Conclusion = 182
• Questions for Further Thought = 183
• Notes = 183
• CHAPTER 6 Content Premises in Persuasion = 185
• What Is Content? = 187
• What Is Proof? = 187
• Evidence and Reasoning = 188
• Types of Evidence = 189
• Dramatic Evidence = 189
• Rational Evidence = 194
• Types of Reasoning = 195
• Cause-to-Effects Reasoning = 197
• Effect-to-Causc Reasoning = 197
• Reasoning from Symptoms = 198
• Criteria-to-Application Reasoning = 198
• Reasoning from Comparison or Analogy = 198
• Deductive Reasoning = 199
• Inductive Reasoning = 199
• Tests of Reasoning and Evidence = 200
• Use of Statistics = 200
• Use of Testimony = 201
• Use of Comparisons and Analogies = 202
• Use of Symptoms or Signs = 202
• Some Common Fallacies Used in Persuasion = 203
• Post Hoc Ergo Propter Hoc = 203
• Ad Hominem = 203
• Ad Populum = 204
• The Undistributed Middle = 204
• The Straw Man Argument = 204
• Types of Organization = 205
• Stock Issues = 205
• Logical Syllogisms = 206
• The Toulmin Format = 209
• Research on Content Premises = 213
• Review and Conclusion = 215
• Questions for Further Thought = 216
• Notes = 216
• CHAPTER 7 Cultural Premises in Persuasion = 219
• Cultural and Societal Pressure = 223
• Cultural Images and Myths = 224
• Wisdom of the Rustic = 224
• Possibility of Success = 225
• Coming of a Messiah = 226
• Presence of Conspiracy = 227
• Value of Challenge = 227
• Myth of the Eternal Return = 229
• Reich's Cultural Myths = 230
• The "Man's Man" and the "Woman's Woman" = 234
• Image or Ethos as a Cultural Premise = 237
• Presence of an American Value System = 239
• Use of Nonverbal Messages and Cues = 243
• Use of Artifacts = 243
• Proxemics: The Use of Space = 244
• Chronemics: The Use of Time = 245
• Tactics: The Use of Touch = 246
• Kinesics: The Use of Movement = 247
• Other Nonverbal Messages = 248
• Dialect = 249
• Use of Nonverbal Tactics = 250
• Review and Conclusion = 251
• Questions for Further Thought = 251
• Notes = 252
• PART III APPLICATIONS OF PERSUASIVE PREMISES = 254
• CHAPTER 8 The Persuasive Campaign or Movement = 256
• Aspects of Campaigns and Movements = 258
• Functional Aspects = 258
• Formal Aspects = 255
• Types of Campaigns = 259
• Developmental Aspects of Mass Movements = 260
• Who Joins Them? = 262
• What Motivates Them? = 262
• What Are Their Strategies? = 262
• Product Campaigns = 263
• Stages of Successful Campaigns = 264
• Five Functional Stages of Development = 265
• Other Developmental Models = 270
• Invitation to the Drama = 272
• Rhetorical Visions and Fantasy Theme Analysis = 274
• Symbolic Convergence Theory and Methodology = 274
• Bales's Categories and Dramatizing = 275
• Rhetorical Visions and Market Segmentation = 276
• Fantasy Types in Political Campaigns = 277
• Unifying Devices = 282
• Ideological Movements in the 1980s and 1990s = 284
• Formal Aspects of Campaigns = 285
• The Communication System = 285
• Other Communication Characteristics = 288
• Review and Conclusion = 291
• Questions for Further Thought = 292
• Notes = 293
• CHAPTER 9 Becoming a Persuader = 296
• Knowing Your Audience = 297
• Demographics and Audience Analysis = 298
• Rhetorical Visions and Audience Analysis = 300
• Determining Audience Needs = 301
• Shaping Your Message = 302
• Forms of Organization = 302
• Forms of Proof = 307
• Building Your Credibility = 309
• Styling Your Message = 311
• Delivering Your Message = 314
• The Persuader = 314
• The Channel = 315
• The Audience = 316
• Some Common Tactics of Persuasion = 316
• The Yes-Yes Technique = 317
• Don't Ask If, Ask Which = 317
• Answering a Question with a Question = 318
• Getting Partial Commitment = 318
• Ask More, So They Settle for Less = 318
• Planting = 319
• Getting an IOU = 319
• Review and Conclusion = 319
• Questions for Further Thought = 320
• Notes = 320
• CHAPTER 10 Modern Media and Persuasion = 323
• Media Innovations = 324
• The Spoken Word = 324
• The Written Word = 325
• The Printed Word = 326
• The Electronic Word = 327
• Schwartz's Perspectives on Media Use = 330
• The Verbal Script = 331
• The Sound Script = 332
• The Sight Script = 333
• McLuhan's Perspective on Media Use = 337
• Hot Media = 337
• Cool Media = 338
• Meyrowitz's Perspective on Media Use = 339
• The Blurring of Social Place = 340
• The Blurring of Physical Place = 341
• Parasocial Relationships = 341
• Introduction to the "Backstage" = 342
• The Blurring of Generational Place = 342
• Agenda Setting by the Media = 344
• Emphasis and Selection = 344
• Gatekeepers = 345
• Role Modeling and the Media = 348
• News Manipulation and Persuasion = 350
• Ignoring = 351
• Favoring the Sponsor = 351
• The Pseudoevent = 351
• Bias: Verbal and Nonverbal = 352
• Review and Conclusion = 352
• Questions for Further Thought = 353
• Notes = 353
• CHAPTER 11 The Techniques of Propaganda = 357
• What Propaganda Isn't = 358
• Views of Modern Propaganda = 359
• A Dcfinition = 360
• The Tactics of Propaganda = 361
• Plain Folks = 361
• Testimonial = 361
• Bandwagon = 362
• Card Stacking = 362
• Transfer = 362
• Glittering Generalities = 362
• Name Calling = 363
• Contemporary Devices of Analysis = 363
• Jacques Ellul's Perspective = 365
• Propaganda and Technology = 366
• Basic Propaganda Devices = 369
• Eight Characteristics of Modern Propaganda = 370
• Other Ways to Detect Modern Propaganda = 371
• Internal and External Characteristics of Propaganda = 373
• Can Anything Be Done? = 375
• Review and Conclusion = 376
• Questions for Further Thought = 377
• Notes = 377
• CHAPTER 12 The Use of Persuasive Premises in Advertising = 379
• Advertising and Culture = 380
• Advertising or Marketing? The Case for Positioning = 381
• Problems of an Overcommunicated Society = 381
• The Product Explosion = 382
• Breaking Through the Clutter = 383
• Getting into the Consumer's Head: Advertising Research = 388
• Demographics = 389
• Psychographics = 391
• Sociographics = 395
• From Research to Copy: The languages of Advertising = 397
• Language Use in Advertising: Wrighter's Model = 399
• "Helps" = 399
• "Like" = 400
• "Virtually" = 400
• "As Much As" = 400
• "Stronger," "Faster." or "Better": The Dangling Comparison = 400
• Deceptive Claims in Advertising = 401
• The Irrelevant Claim = 401
• The Question Claim = 401
• The Advantage Claim = 402
• The Hazy Claims = 402
• The Magic Claim = 402
• Changes in Our World: Implications for Advertising = 404
• Attracting Attention = 411
• Creating Interest, Desire, and Conviction = 411
• Cetting Action = 413
• Gender and Age in Ad Copy = 414
• Subliminal Persuasion and Advertising = 416
• Review and Conclusion = 424
• Questions for Further Thought = 424
• Notes = 424
• Epilogue = 427
• Index = 429