ENGLISH

The Neuroscience of Multimodal Persuasive Messages: Persuading the Brain

By Dirk Remley

Book information

Publisher
Routledge
Year
2017
ISBN
1138635812, 9781138635814
Language
english
Format
PDF
Filesize
5 MB (5684276 bytes)
Series
Routledge Studies in Technical Communication, Rhetoric, and Culture
Edition
1
Pages
172\172
Time added
2017-04-08 13:54:32
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Description

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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