PART I: CONCEPTS OF PERSUASION

1. Persuasion in Contemporary Society

2. Theories of Persuasion

3. Persuasion and Ethics in the Media Age

PART II: VARIABLES OF PERSUASION

4. Media Influences on Persuasion

5. Audiences and Attitudes

6. Persuasion and Visual Images

7. Persuasion and Language

8. Persuasion and Culture

9. The Persuasiveness of the Source

10. The Reasoning Process

11. Motivational Appeals

PART III: CONTEXTS AND APPLICATIONS OF PERSUASION

12. Political Persuasion and Persuasive Movements

13. Advertising

14. Interpersonal Persuasion

15. Creating Persuasive Presentations

References