Providing an accessible integration of theory and research methods, this text prepares students to critically analyze persuasive appeals and to design effective

This classic, cogent analysis of the major theories of persuasive communication includes many examples from advertising, the legal profession and social science

This updated and expanded edition of Persuasive Communication offers a comprehensive introduction to persuasion and real-world decision making. Drawing on empir

Practical and innovative, this book will assist students in developing their skills in effective, influential business communication. It is replete with researc

This third edition situates contemporary persuasive practices against the background of the rich history of rhetoric and within the setting of a democratic stat