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

Overview of Book

In the second chapter, I review extant literature that I have mentioned in this chapter to detail connections between the science-oriented fields of cognitive neuroscience and multimodal rhetoric. I connect multimodal rhetoric theory with perspectives about multisensory processing from neurobiology. This review also facilitates identification of some attributes of multimodality that contribute to an integrated theory of multimodality; this theory integrates elements of bio-physiology and rhetoric.

In Chapters 3 and 4, I detail the theoretical model; and I provide analyses of cases related to it in a handful of subsequent chapters. Such analyses provide illustrations of possible ways to apply the new model to analyze multimodal rhetoric and neuroscience via an interdisciplinary approach. In one chapter I demonstrate use of the model toward producing multimodal persuasive messages. Finally, I suggest implications of using the new model in practice, suggesting further research as well as providing a rubric to facilitate production and assessment in instructional and practical applications.

I do not provide many images to show the reader particular attributes or items. I made an effort to acquire permission to use some images; however, in my experience, I found that many copyright holders of such images would like to have some control over how their images are used and discussed. In an effort to compensate for the lack of images, I try to provide a detailed description of the content of the image to help the reader visualize it. I, also, include enough information in the list of references to help the reader access many of the particular images directly.

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