Designed to help students become more successful persuaders, Persuasive Messages offers practical advice on refining purpose, understanding audience, and designing a persuasive message. This textbook combines theory and practice, adopting a cognitive approach to understanding the persuasion process.

List of Figures. List of Boxes. List of Tables. Preface. Part I: Attitudes and Persuasion:. 1. The Importance of Persuasion. 2. The Cognitive Approach to Persuasion. 3. The Source of Persuasive Messages: Credibility. 4. Ethical Concerns. Part II: Preparing Persuasive Communication:. 5. Purpose and Audience. 6. Organization: Structuring the Message. 7. Substance: Support for Your Ideas. 8. Symbols and Style. 9. Hostile, Apathetic, Motivated, and Multiple Audiences. Part III: Theories of Persuasion:. 10. Consistency Theories of Attitude Change. 11. Social Judgment/Involvement Theory. 12. Theory of Reasoned Action. Part IV: Critical Consumers of Persuasive Messages:. 13. Persuasion in Advertising. 14. Persuasion in Political Campaigns. References. Index

Persuasive Messages is a guide to successful persuasion, providing a balance between theory and application. Firmly grounded in decades of research in the field, it offers a new approach using the Elaboration Likelihood Model to help readers understand how to construct effective persuasive messages. This model, so often neglected in other texts on persuasion, places a special emphasis on audiences, and how they react to, or process, persuasive messages. The book is split into four accessible parts: Key concepts, sources, and the relationship between attitudes and behavior; the Elaboration Likelihood Model; and the nature of ethics in persuasion Designing effective persuasive messages, including refining purpose and message, and understanding and dealing with hostile and multiple audiences Theories of persuasion, including consistency, social judgment, and reasoned action Critical consumers of persuasive messages, discussing persuasion in advertising and in politics. With its balance between theory and practice, the book works diligently to relate these concepts to the reader through diverse examples. Persuasive Messages makes it clear how students, as persuaders, can use the ideas from this book in the messages they create to achieve their goals.

“Persuasive Messages displays a mature judgment about how to teach and learn persuasion. The product of two very experienced scholar/instructors, the book commits to a base theory – the Elaboration Likelihood Model – and shows how it informs both practice and reflection on other leading theories. This book is very well adapted to an introductory course with a practical component.” Dale Hample, Western Illinois University “The blending of classical rhetoric and contemporary persuasion theory and meta-analysis results as applied to everyday practice represents an exciting and remarkable achievement. Understandable and comprehensive, the Benoits begin the next generation of textbooks.” Mike Allen, UW-Milwaukee“This clearly written book [does] a particularly good job of combining theory and application. References [are] comprehensive, … and the material well presented and accessible. Recommended.” Choice