Persuasion and Influence in American Life: Seventh Edition

Gary C. Woodward · Robert E. Denton, Jr.

Dec 2013 · Waveland Press

About this ebook

For more than twenty-five years, the authors have highlighted the
complexities, subtleties, and pervasive influence of persuasive
messages. The seventh edition again blends historical, rhetorical, and
social psychological approaches to persuasion theory. The engaging
discussions and multiple examples introduce the intricacies of social
influence and highlight methods of presentation as well as evaluation.
The dynamic topic of persuasion presents a constantly changing palette
for analysis. The authors dissect theory and practice in multiple
contexts—from interpersonal interactions to public communication and
persuasive campaigns to advertising to politics. Twitter, YouTube, and
social networking sites offer new media for persuasive appeals. The
means of persuading one another changes constantly, yet much of what was
written by Aristotle continues to be relevant. The production of
persuasive messages and the study of message effects have been and will
continue to be fertile ground for exploration. Persuasion is an
interactive process requiring willing and attentive participants.
Becoming responsible, ethical, and credible persuaders involves
systematic thinking and informed preparation. The skills required for
planning, composing, and delivering effective messages are equally
useful for evaluating messages received. The seventh edition provides a
thorough, up-to-date discussion of classic and contemporary theories of
persuasion to aid readers in developing skills as effective persuaders
and as critical consumers of persuasive messages.