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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.

• A guide to successful persuasion, using student-friendly examples to provide a much-needed balance between theory and application
• Offers a new approach using the Cognitive Response Model, which places a special emphasis on audiences, and how they react to, or...

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.

• A guide to successful persuasion, using student-friendly examples to provide a much-needed balance between theory and application
• Offers a new approach using the Cognitive Response Model, which places a special emphasis on audiences, and how they react to, or...