TY  - BOOK
AU  - Borchers, Timothy A.
AU  - 
ED  - 
ED  - 
ED  - 
ED  - 
SN  - 0072862912 (softcover : alk. paper);9780072862911 (softcover : alk. paper)
SN  - 2
PY  - 2005///];copyright 2005.46
CY  - Boston
PB  - McGraw-Hill
KW  - 
KW  - 2
KW  - 0
KW  - 6
KW  - 20
KW  - Persuasion (Rhetoric);Mass media
N1  - Includes bibliographical references (p. R-1 thru R-11) and index; Concepts of persuasion -- Persuasion in contemporary society -- Theories of persuasion -- Persuasion and ethics in the media age -- Variables of persuasion -- Media influences on persuasion -- Audiences and attitudes -- Persuasion and visual images -- Persuasion and language -- Persuasion and culture -- The persuasiveness of the source -- The reasoning process -- Motivational appeals -- Contexts and applications of persuasion -- Persuasive campaigns and movements -- Advertising -- Interpersonal persuasion -- Creating persuasive presentations; 5
ER  -