New to This Edition- Updated Ethical Content Theory Discussion. New theories have
been added to the book's discussion and existing theories have been rewvised,
including new discussion of using language strategically, an expanded
discussion of the concept of identification, revised coverage of Jurgen
Habermas's Universal Pragmatics, revised coverage of Elaboration Likelihood
Model with chart, a new discussion of the multisensory aspects of media, a new
model for ethical persuasion presented, an expanded coverage of Toulmin's
model of reasoning, an updated discussion of VALS, and a new discussion of
Problematic Integration Theory.
- Enhanced coverage of public health campaigns, the
anti-globalization movement, and the Christian Men's Movement.
- Revised discussion of the technological changes of media and
their effect on persuasion.
- A new discussion of interpersonal deception.
- Revised Pedagogical Features include clearly stated Learning
Objectives at the beginning of each chapter, new end-of-chapter summaries, new
marginal discussion questions and glossary entries, and an extensive list of
references for further study.
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2005 McGraw-Hill Higher Education