The Neuroscience of Multimodal Persuasive Messages: Persuading the Brain

1st Edition

Dirk Remley

Published March 2, 2017
Reference - 164 Pages - 9 B/W Illustrations
ISBN 9781138635814 - CAT# Y323042
Series: Routledge Studies in Technical Communication, Rhetoric, and Culture

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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.

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