Persuasive Message Design

1. Auflage 2026
ISBN: 978-1-032-58827-8
Verlag: Taylor & Francis Ltd

Buch, Englisch, 320 Seiten, Format (B × H): 178 mm x 254 mm

This book presents a comprehensive approach for designing messages to influence beliefs, attitudes, intentions, and behaviors.

Divided into three sections, each focusing on key components of persuasive message design, the book outlines the conceptual and theoretical foundations for investigating message effects and then goes on to present a working list of message design elements and best practice guidelines for message-focused research design and reporting. It offers an intensive examination of literature from fields including health, environmental and political communication, advertising, and marketing to investigate the content, structure, and format of persuasive messages. The authors establish a common vocabulary for message design and testing, conveying the broad applicability of message design principles.

By focusing extensively on specific aspects of message content, structure, and format that can be drawn on to build persuasive messages for a variety of contexts, this book fills a critical gap in the communication science literature. This book is ideal for social science researchers engaged in persuasive message design research, scholars engaged in graduate education and their students, and practitioners who design campaigns and interventions to promote behavior change.

Zielgruppe

Academic, Postgraduate, Professional Reference, and Undergraduate Advanced

Autoren/Hrsg.

Head, Katharine J.

Harrington, Nancy Grant

Fachgebiete

• Wirtschaftswissenschaften Betriebswirtschaft Bereichsspezifisches Management Werbung
• Sozialwissenschaften Medien- und Kommunikationswissenschaften Kommunikationswissenschaften
• Wirtschaftswissenschaften Betriebswirtschaft Bereichsspezifisches Management Marketing

Inhaltsverzeichnis

Section I: Foundational Issues in Message Design  1. Conceptual and Methodological Issues  2. Theory  3. Audience, Source, Channel, Behavior  Section II: Message Elements  4. Argument  5. Evidence  6. Framing  7. Emotional Appeals  8. Grammar  9. Language Style  10. Rhetorical Strategies  11. Visual  12. Audio  Section III: Putting It All Together  13. Message Development  14. Research  15. Practice

Über Autor(innen)

Nancy Grant Harrington is a Professor in the Department of Communication at the University of Kentucky, USA. Her recent books include Health Communication, Second Edition (Routledge, 2023) and The Routledge Handbook of Health Communication, Third Edition (Routledge, 2021).

Katharine J. Head is an Associate Professor in the Department of Communication at Indiana University Indianapolis, USA. She has published over 90 academic journal articles and book chapters.