The Neuroscience of Multimodal Persuasive Messages

Persuading the Brain

Nonfiction, Reference & Language, Language Arts, Public Speaking, Rhetoric, Communication, Linguistics
Cover of the book The Neuroscience of Multimodal Persuasive Messages by Dirk Remley, Taylor and Francis
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Author: Dirk Remley ISBN: 9781351796675
Publisher: Taylor and Francis Publication: March 16, 2017
Imprint: Routledge Language: English
Author: Dirk Remley
ISBN: 9781351796675
Publisher: Taylor and Francis
Publication: March 16, 2017
Imprint: Routledge
Language: English

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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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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