The Persuasiveness of the Source |  |
Learning ObjectivesAfter reading this chapter, you should be able to:
1.Understand the influence of media on how audience members perceive persuasive sources. |
2.Define credibility, using rhetorical and social science perspectives. |
3.Describe what is meant by image, explain how images are created, understand the effect images have on audiences, and evaluate images of persuaders. |
4.Explain aspects of institutional sources, such as organizational image and the use of spokespersons. |
5.Identify the key components of an individualÆs credibility, including nonverbal and verbal communication and impression management. |
6.Describe ways that images are repaired through persuasion. |
7.Understand propaganda and how it is used today by persuaders. |
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2005 McGraw-Hill Higher Education