The neuroscience of multimodal persuasive messages: persuading the brain

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, his 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.