Designed to help students become more successful persuaders, <i>Persuasive Messages</i> offers practical advice on refining purpose, understanding audience, and designing a persuasive message. This textbook combines theory and practice, adopting a cognitive approach to understanding the persuasion process. <br /><ul><li>A guide to successful persuasion, using student-friendly examples to provide a much-needed balance between theory and application</li><li>Offers a new approach using the Cognitive Response Model, which places a special emphasis on audiences, and how they react to, or process, persuasive messages</li><li>Covers a broad range of issues including: the relationship between attitudes and behaviour; the nature of ethics in persuasion; dealing with hostile and multiple audiences; and theories of persuasion, including consistency, social judgment, and reasoned action</li><li>Teaches readers to be critical consumers of persuasive messages by discussing persuasion in advertising and in politics</li><li>Lecturer resources available at </li></ul>