The Neuroscience of Multimodal Persuasive Messages

In this book, Dirk Remley applies his model of integrating multimodal rhetorical theory and multi-sensory neural processing theory pertaining to cognition and learning to multimodal persuasive messages. Using existing theories from multimodal rhetoric and specific findings from neurobiological studies, the book shows possible applications of the model through case studies related to persuasive messages such as those found in political campaign advertising, legal scenarios and general advertising, including print, videos, and in-person settings. As such, the book furthers the discussion of cognitive neuroscience and multimodal rhetorical theory, and it serves as a vehicle by which readers can better understand the links between multimodal rhetoric and cognitive neuroscience associated with persuasive communication in professional and educational environments.

Dirk Remley is Professor in the Department of English at Kent State University, USA. He is the author of How the Brain Processes Multimodal Technical Instructions, Baywood 2015 and Exploding Technical Communication, Baywood 2015.

1. Introduction 2. Multimodality and Neurobiology 3. The Neurocognitive Model of Multimodal Rhetoric 4. Framing Perception with Media 5. Narrative and Persuasion 6. Dress and Natural [Neural] Codes: Smell, Setting and Audience 7. Persuasion of Change 8. Historical Political Speeches 9. Persuasion, Perception and the Law 10. Production 11. A Neurorhetorical Analysis of a Multimodal Print Persuasive Message 12. Conclusion