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Home arrow Marketing arrow The Neuroscience of Multimodal Persuasive Messages: Persuading the Brain

The Neuroscience of Multimodal Persuasive Messages: Persuading the Brain


Persuasive Rhetoric and the BrainRhetorical Choices in Multimodal PersuasionTheoretical BasesCognitive Neuroscience and RhetoricPersuasive RhetoricMultimodalityRhetoric and ScienceNeural Research MethodsElectrophysiologyTwo-Photon MicroscopesHemo-Neural HypothesisMultimodality of NeuronsReward NeuronsNeural PlasticityOverview of BookMultimodality and NeurobiologyMultimodal Integration and CognitionNeuro-rhetoric of Particular Senses Visual-Dominance EffectVisual-Auditory LinksPrevious ExperienceConclusionThe Neuro-Cognitive Model of Multimodal RhetoricThe Role of Motivation and Reward in PersuasionTerminologyInter-Modal Sensory RedundancyVisual DominanceTemporal SynchronicityPrior ExperienceAttention-Modal FilteringMediumStudying Multimodal Rhetoric Through the Socioneurobiological LensTheoretical LimitationsFraming Perception With MediaIntroductionScholarship in Assessing Multimodal ProjectsAnalysis of Affordances and ConstraintsThe Rhetoric of MultimodalityAssessment of the MultimodalTechnology and the MessageWriting Technologies and New MediaVideo RhetoricMultimodal Instructional Theory: Narration/ImagesSocial Presence and PersuasionConclusionNarrative and PersuasionThe Rhetoric of NarrativeThe Rhetoric of Narrative in Professional SettingsPractical ApplicationsLaw Firm CommercialPublic Service Announcement: Anti-smoking CampaignNarrative and Political Campaign RhetoricConclusionDress and Natural [Neural] CodesSmell, Setting, and AudienceDressThe Combined, Multimodal InfluencePersuasion of ChangeFracking Commercial One DescriptionNeural Attributes Affecting RhetoricMedium—Visual DominancePrimary Spokesperson—FemaleNarrative—Voice OverSetting—OutdoorsInclusion of the DogMessage—Safe For Over 60 YearsFracking Commercial Two DescriptionNeural Attributes Affecting RhetoricMedium—Visual DominancePrimary Spokesperson—FemaleNarrative—Voice OverSetting—OutdoorsInclusion of Horses and ChildMessage—SafeFracking Commercial Three DescriptionPrimary Spokesperson—MaleNarrative—Voice OverMessage—Safe“Help Me Stay Rich Colorado” SeriesRussian Commercial Description (Help Me Colorado, 2014a)Middle Eastern Commercials DescriptionSpokesperson—Wealthy International MaleMedium—Television—VisualNarrative and Message: "Help Me Stay Rich"ConclusionHistorical Political SpeechesThe Great Arsenal of Democracy—December 29, 1940 MediumModal Attention FilteringPrior ExperienceConclusionCuban Missile Crisis—October 22, 1960Modal Attention FilteringPrior ExperienceConclusionThe Wall-1987MediumModal Attention FilteringPrior ExperienceIntermodal Redundancy and Temporal SynchronicityConclusionPersuasion, Perception, and the LawPersonal Injury Case—Avoid Court LitigationDescriptionDress CodeVocal TonePrior ExperienceVisual Dominance and Intermodal Sensory RedundancyModal FilteringO.J. Simpson: The Gloves Description of CaseAttorney Claims and Use of Gloves as EvidenceAnalysisVisual DominanceTemporal SynchronicityConclusionApplications in Production of MaterialsSchool LeviesDescriptionLocal Economic Situation Affecting ConsiderationsHistorical Strengths of DistrictPromotional MaterialsFlyerVideoLower Middle Class District DescriptionLocal Economic Situation Affecting ConsiderationsHistorical Strengths of DistrictPromotional Materials FlyerVideoRenter-Related CaveatTamir Rice Independent Investigation Report ArgumentsDescription of CaseReport and Attorney ClaimsAnalysisPrior ExperienceVisual DominanceTemporal Synchronicity and RedundancyConclusionA Neurorhetorical Analysis of a Multimodal Print Persuasive MessageSituationAnalysisResultConclusionExplicit Versus Implicit InstructionSuggestions for Explicit Instruction of Narrative and Neurorhetoric of ItPossible Cases to Use Within Instruction and TrainingFurther Research ImplicationsNarrativeTechnological Limitations of Research Tools and OptionsPharmacologyClosingDirections for Future Growth
 
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