The Neuroscience of Multimodal Persuasive Messages

Persuading the Brain

Dirk Remley

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English

Routledge
10 December 2019

Literature: history & criticism; Communication studies; Psychological theory & schools of thought; Physiological & neuro-psychology, biopsychology; Cognition & cognitive psychology

Series: Routledge Studies in Technical Communication, Rhetoric, and Culture

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.

By: Dirk Remley
Imprint: Routledge
Country of Publication: United Kingdom
Dimensions: Height: 229mm, Width: 152mm,
Weight: 453g
ISBN: 9780367888343
ISBN 10: 0367888343
Series: Routledge Studies in Technical Communication, Rhetoric, and Culture
Pages: 172
Publication Date: 10 December 2019
Audience: College/higher education , Primary
Format: Paperback
Publisher's Status: Active

1. Introduction 2. Multimodality and Neurobiology 3. The Neurocognitive Model of Multimodal Rhetoric 4. Framing Perception with Media 5. Narrative and Persuasion 6. Dress and Natural [Neural] Codes: Smell, Setting and Audience 7. Persuasion of Change 8. Historical Political Speeches 9. Persuasion, Perception and the Law 10. Production 11. A Neurorhetorical Analysis of a Multimodal Print Persuasive Message 12. Conclusion

Dirk Remley is Professor in the Department of English at Kent State University, USA. He is the author of How the Brain Processes Multimodal Technical Instructions, Baywood 2015 and Exploding Technical Communication, Baywood 2015.