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