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

Applications in Production of Materials

The previous chapters considered analysis of messages in various forms after the materials were produced. That is, I presented the reader with a description of a multimodal message and then showed an analysis that included neuroscientific concepts and the model I have proposed. The reader may say to him or herself, “that’s all well and good, but how do I apply this to something I have to develop for work or an assignment at school?” In this chapter I attempt to facilitate an understanding of how to apply this model in the production of multimodal persuasive materials. I present three cases and how one can think about these concepts toward producing multimodal persuasive messages. Two cases involve a school levy issue: one in a wealthy district and one in a lower middle class community. The third case involves a criminal law suit associated with a police shooting. I use these, because they demonstrate situations in which persuasion is challenging and always multimodal.

I cannot guarantee that the messages described here will be effective in persuading all members of a given audience, though. As stated back in Chapter 1, rhetoric is an art that may be based on understandings of various sciences associated with the audience. The smaller the audience the easier it is to persuade them. An audience of one is easiest to persuade because one can learn as much as one can about that person and what will influence him or her to make a certain decision. A larger audience, even of five people, is much more challenging to persuade, though. The number of various elements that would influence the group to agree on a single message increases exponentially compared to the audience of one person.

As I did in the previous chapter, I also offer a disclaimer. I have some background with marketing for non-profit organizations, but I am not involved in the discussions of either school district described here. I, also, am not an attorney; I have read some material pertaining to neuroscience and legal studies and base my analyses and suggestions on the combination of that material and my background with multimodal rhetoric scholarship and practice.

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