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 Persuasion and Influence in American Life Sixth Edition
Gary C. Woodward and Robert E. Denton, Jr.
As the authors note in the preface to the sixth edition, “The study of persuasion is not static. Any single edition is but a snapshot of a continuously changing landscape.” For over two decades, Gary Woodward and Robert Denton have blended a historical and rhetorical focus with social psychology to explore the dynamic and fascinating terrain of social influence. Persuasion in action is dissected through the fusion of theory and practice in multiple contexts—interpersonal relationships, politics, advertising, social movements, and speaking effectively in diverse settings. Rich illustrations drawn from the mass media, popular culture, and public relations illuminate the concrete skills necessary to become effective, ethical, and credible persuaders.
Readers discover that persuasion is an interactive process; it
requires willing and attentive participants sensitive to the effects of
persuasion on others. The systematic thinking and knowledge essential to
planning, composing, and delivering messages to influence others are equally
useful in analyzing the ubiquitous persuasive efforts encountered daily. By
highlighting the interplay of audiences and messages in every chapter, Woodward
and Denton provide a solid foundation for becoming informed, responsible
contributors to and consumers of persuasion.
 $49.95 list, 460 pages 10-digit ISBN: 1-57766-571-6 13-digit ISBN: 978-1-57766-571-7 © 2009 Table of Contents
1. Persuasion and Influence: An Introduction The Necessity and Challenge of Persuasion / Persuasion Defined / Characteristics of the Persuasive Process / Three Types of Communication / Summary Part I: ORIGINS OF PERSUASIVE PRACTICE 2. The Advocate in an Open Society Freedom of Expression and Its Limits / The Nature of Open and Closed Societies / How Open Is American Society? / Summary 3. The Advocate and the Management of Symbols The Nature of Language / Language, Interaction, and Reality / Political Uses of Language / The Changing Nature of Public and Political Discourse / Summary Part II: FOUR PERSPECTIVES ON THE NATURE OF PERSUASION 4. Persuasion and Reasoning Understanding Practical Arguments / Common Forms of Defective Reasoning / How Persuasion and Logical Argumentation Differ / Summary 5. Theories and Models of Source Credibility The Multidimensional Aspects of Credibility / Three Meanings of Credibility / Credibility as Authority: Strategic Dimensions / Summary 6. The Psychology of Persuasion Cognitive Elements of Persuasion / Essential Theories and Models of Persuasion / Summary 7. Persuasion, Audiences, and Social Learning Audiences: The Generative Forces of Persuasion / A Conceptual Baseline: Social Learning / The Audience Analysis Process / Advocates, Messages, and Audiences / The Ethics of Adaptation / Summary Part III: THE CONTEXTS OF PERSUASION 8. Interpersonal Persuasion Dimensions of Interpersonal Communication / Variables of Interpersonal Persuasion / Contexts of Interpersonal Persuasion / Summary 9. Public and Mass Persuasion Public Communication and Persuasion / Persuasive Campaigns / Campaign Implementation / Summary 10. Advertising as Persuasion What Is Advertising? / The Evolution of Advertising from a Communication Perspective / The Role of Psychology in Advertising / How Advertising Works / Advertising as Myth / Common Advertising Appeals / How to Critique Ads / Criticisms of Advertising / What Can I Do? / Summary 11. Political Persuasion Language, Communication, Politics, and Persuasion / Characteristics of Political Communication and Persuasion / Ideology / The Political Socialization Process / Forms of Political Persuasion / What We Can Learn from Political Persuasion / Politics and Trust / Summary Part IV: ISSUES AND STRATEGIES OF MESSAGE PREPARATION 12. Ethical Considerations of Persuasion Ethics, Values, and Principles / Communication, Ethics, and Society / Considerations for Ethical Communication / Areas of Special Concern / Summary 13. Constructing and Presenting Persuasive Messages The Challenge of Communicating Clearly about Complexity / Strategic Considerations for Nondiscursive Persuasion / Strategic Considerations of a Set Presentation / Strategic Considerations for Discursive Messages / Summary
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