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Front Cover; Title Page; Copyright Page; Table of Contents; Note to Students; Note to Readers in General; Introduction; I. What Is This Book About?; II. Why Study Persuasion?; Your Turn; chapter 1: Assessing Persuasive Acts; I. Reading with and against the Grain; Your turn; II. Logic; A. Deductive reasoning-think geometry; B. Inductive reasoning-think empirical science; C. Common errors in reasoning; Your Turn; III. Toulmin's Model of Argumentation; Your Turn; IV. Critical Thinking; Your Turn; A. Checklist for assessing eyewitness testimony; Your Turn
B. Checklist for assessing arguments based on sources (authority)Your Turn; C. Checklist for assessing the credibility of websites; Your Turn; D. Checklist for assessing arguments based on survey data; Your Turn; V. Cognitive Biases; Your Turn; chapter 2: Producing Persuasive Acts; I. The Persuasion Process; A. The presentation of self; 1. Ethos; a. Good character; Your Turn; b. Good sense; Your Turn; c. Goodwill; Your Turn; 2. Ethos and writing assignments; Your Turn; 3. Autobiography as self-rhetoric and the rhetoric of the self; Your Turn; B. The presentation of others; 1. Characterization
A. Biosb. The traditional topics of bios; Your Turn; c. Stereotypes; Your Turn; d. Audience analysis (demographics); e. Personas; Your Turn; f. The creation of pseudoaudiences (astroturfing); Your Turn; g) Why knowing your audience matters and what it means; h. Creating a virtual audience; II. Emotion, Reason, and Persuasion; A. The emotion/reason false dichotomy; B. The social construction of emotions; C. The influence of emotions can be monitored and mitigated (and exploited); D. Assessing your emotional involvement; E. Common emotional strategies; F. Positive emotions; Your Turn
G. Asynchronous persuasion and emotionsYour Turn; chapter 3: The Five Canons of Rhetoric; I. Invention; A. Dialectic; 1. An example of Platonic dialectic; a. Notes on Gorgias and dialectic; 2. Dialectical topics-argumentative heuristics; a. The basic rules of inference; Your Turn; B. Dialectical invention, the non-conversational form; Your Turn; C. Summary; D. A parody of dialectic from Rosencrantz and GuildensternAre Dead; E. Transition from dialectic to topics; 1. Topics; Your Turn; 2. Aristotle's general topics of the preferable; 3. The topics of praise and blame
4. Topics of interpretation5. Topics of last resort; 6. Summary; 7. Stasis; a. What is an issue?; b. Asystasis-non-issues; Your Turn; 8. Framing; a. Frame-breaking strategies; 9. Commonplaces; Your Turn; 10. Signs; Your Turn; 11. Proverbs, maxims, aphorisms: On the originof sound bites; Your Turn; F. Summary of invention; II. Arrangement; A. Introduction (exordium); 1. Division (partitio); 2. Background (narratio); 3. Confirmation (conformatio); 4. Refutation (refutatio); 5. Conclusion (peroration); Your Turn; III. Style; Your Turn; A. Diction; 1. God and devil terms; Your Turn
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