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The Neuroscience of Multimodal Persuasive Messages: Persuading the Brain
Persuasive Rhetoric and the Brain
Rhetorical Choices in Multimodal Persuasion
Theoretical Bases
Cognitive Neuroscience and Rhetoric
Persuasive Rhetoric
Multimodality
Rhetoric and Science
Neural Research Methods
Electrophysiology
Two-Photon Microscopes
Hemo-Neural Hypothesis
Multimodality of Neurons
Reward Neurons
Neural Plasticity
Overview of Book
Multimodality and Neurobiology
Multimodal Integration and Cognition
Neuro-rhetoric of Particular Senses Visual-Dominance Effect
Visual-Auditory Links
Previous Experience
Conclusion
The Neuro-Cognitive Model of Multimodal Rhetoric
The Role of Motivation and Reward in Persuasion
Terminology
Inter-Modal Sensory Redundancy
Visual Dominance
Temporal Synchronicity
Prior Experience
Attention-Modal Filtering
Medium
Studying Multimodal Rhetoric Through the Socioneurobiological Lens
Theoretical Limitations
Framing Perception With Media
Introduction
Scholarship in Assessing Multimodal Projects
Analysis of Affordances and Constraints
The Rhetoric of Multimodality
Assessment of the Multimodal
Technology and the Message
Writing Technologies and New Media
Video Rhetoric
Multimodal Instructional Theory: Narration/Images
Social Presence and Persuasion
Conclusion
Narrative and Persuasion
The Rhetoric of Narrative
The Rhetoric of Narrative in Professional Settings
Practical Applications
Law Firm Commercial
Public Service Announcement: Anti-smoking Campaign
Narrative and Political Campaign Rhetoric
Conclusion
Dress and Natural [Neural] Codes
Smell, Setting, and Audience
Dress
The Combined, Multimodal Influence
Persuasion of Change
Fracking Commercial One Description
Neural Attributes Affecting Rhetoric
Medium—Visual Dominance
Primary Spokesperson—Female
Narrative—Voice Over
Setting—Outdoors
Inclusion of the Dog
Message—Safe For Over 60 Years
Fracking Commercial Two Description
Neural Attributes Affecting Rhetoric
Medium—Visual Dominance
Primary Spokesperson—Female
Narrative—Voice Over
Setting—Outdoors
Inclusion of Horses and Child
Message—Safe
Fracking Commercial Three Description
Primary Spokesperson—Male
Narrative—Voice Over
Message—Safe
“Help Me Stay Rich Colorado” Series
Russian Commercial Description (Help Me Colorado, 2014a)
Middle Eastern Commercials Description
Spokesperson—Wealthy International Male
Medium—Television—Visual
Narrative and Message: "Help Me Stay Rich"
Conclusion
Historical Political Speeches
The Great Arsenal of Democracy—December 29, 1940 Medium
Modal Attention Filtering
Prior Experience
Conclusion
Cuban Missile Crisis—October 22, 1960
Modal Attention Filtering
Prior Experience
Conclusion
The Wall-1987
Medium
Modal Attention Filtering
Prior Experience
Intermodal Redundancy and Temporal Synchronicity
Conclusion
Persuasion, Perception, and the Law
Personal Injury Case—Avoid Court Litigation
Description
Dress Code
Vocal Tone
Prior Experience
Visual Dominance and Intermodal Sensory Redundancy
Modal Filtering
O.J. Simpson: The Gloves Description of Case
Attorney Claims and Use of Gloves as Evidence
Analysis
Visual Dominance
Temporal Synchronicity
Conclusion
Applications in Production of Materials
School Levies
Description
Local Economic Situation Affecting Considerations
Historical Strengths of District
Promotional Materials
Flyer
Video
Lower Middle Class District Description
Local Economic Situation Affecting Considerations
Historical Strengths of District
Promotional Materials Flyer
Video
Renter-Related Caveat
Tamir Rice Independent Investigation Report Arguments
Description of Case
Report and Attorney Claims
Analysis
Prior Experience
Visual Dominance
Temporal Synchronicity and Redundancy
Conclusion
A Neurorhetorical Analysis of a Multimodal Print Persuasive Message
Situation
Analysis
Result
Conclusion
Explicit Versus Implicit Instruction
Suggestions for Explicit Instruction of Narrative and Neurorhetoric of It
Possible Cases to Use Within Instruction and Training
Further Research Implications
Narrative
Technological Limitations of Research Tools and Options
Pharmacology
Closing
Directions for Future Growth
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