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Persuasive Messages
The Process of Influence

William Benoit (Author), Pamela Benoit (Author)

9781405158213, Wiley

Paperback / softback, published 18 December 2007

288 pages
24.6 x 17 x 2.2 cm, 0.508 kg

“Persuasive Messages displays a mature judgment about how to teach and learn persuasion. The product of two very experienced scholar/instructors, the book commits to a base theory – the Elaboration Likelihood Model – and shows how it informs both practice and reflection on other leading theories. This book is very well adapted to an introductory course with a practical component.”
Dale Hample, Western Illinois University

“The blending of classical rhetoric and contemporary persuasion theory and meta-analysis results as applied to everyday practice represents an exciting and remarkable achievement. Understandable and comprehensive, the Benoits begin the next generation of textbooks.”
Mike Allen, UW-Milwaukee“This clearly written book [does] a particularly good job of combining theory and application. References [are] comprehensive, … and the material well presented and accessible. Recommended.” Choice

Designed to help students become more successful persuaders, Persuasive Messages offers practical advice on refining purpose, understanding audience, and designing a persuasive message. This textbook combines theory and practice, adopting a cognitive approach to understanding the persuasion process.

  • A guide to successful persuasion, using student-friendly examples to provide a much-needed balance between theory and application
  • Offers a new approach using the Cognitive Response Model, which places a special emphasis on audiences, and how they react to, or process, persuasive messages
  • Covers a broad range of issues including: the relationship between attitudes and behaviour; the nature of ethics in persuasion; dealing with hostile and multiple audiences; and theories of persuasion, including consistency, social judgment, and reasoned action
  • Teaches readers to be critical consumers of persuasive messages by discussing persuasion in advertising and in politics
  • Lecturer resources available at www.blackwellpublishing.com/benoit

List of Figures.

List of Boxes.

List of Tables.

Preface.

Part I: Attitudes and Persuasion:.

1. The Importance of Persuasion.

2. The Cognitive Approach to Persuasion.

3. The Source of Persuasive Messages: Credibility.

4. Ethical Concerns.

Part II: Preparing Persuasive Communication:.

5. Purpose and Audience.

6. Organization: Structuring the Message.

7. Substance: Support for Your Ideas.

8. Symbols and Style.

9. Hostile, Apathetic, Motivated, and Multiple Audiences.

Part III: Theories of Persuasion:.

10. Consistency Theories of Attitude Change.

11. Social Judgment/Involvement Theory.

12. Theory of Reasoned Action.

Part IV: Critical Consumers of Persuasive Messages:.

13. Persuasion in Advertising.

14. Persuasion in Political Campaigns.

References.

Index

Subject Areas: Sociology & anthropology [JH]
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