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The Neuroscience of Multimodal Persuasive Messages - Persuading the Brain (Paperback)
Loot Price: R1,396
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The Neuroscience of Multimodal Persuasive Messages - Persuading the Brain (Paperback)
Series: Routledge Studies in Technical Communication, Rhetoric, and Culture
Expected to ship within 12 - 19 working days
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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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