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The sea we swim in : how stories work in a data-driven world

Tác giả: Frank Rose

In The Sea We Swim In, Frank Rose leads us to a new understanding of stories and their role in our lives. For decades, experts from many fields-psychologists, economists, advertising and marketing executives-failed to register the power of narrative. Scientists thought stories were frivolous. ...

How to write better copy

Tác giả: Steve Harrison

Chapter 1. What you really want is 'effective' copy. Chapter 2. The thinking before the writing. Chapter 3. How to write your brief. Chapter 4. Getting your message in the right order. Chapter 5. How to write your headline. Chapter 6. How to write your body copy. Chapter 7. Your second draft: put ...

Rhetorical theory : an introduction : 2nd ed.

Tác giả: Timothy A. Borchers, Heather L. Hundley

Borchers and Hundley present conceptual topics in a succinct and approachable manner. The text is organized topically rather than chronologically, so similarities and differences are easily detected in central ideas. Each chapter is enhanced by the inclusion of theorist biographies, applications of ...

Straight talk about communication research methods : 3rd ed.

Tác giả: Christine S. Davis, Kenneth A. Lachlan

Part 1: Introduction to communication research; Part 2: Preparing to conduct research; Part 3: Research under the quantitative paradigm; Part 4: Research under the qualitative paradigm.

Persuasion : theory and research : 2nd ed.

Tác giả: Daniel J. O′Keefe

This volume provides a clear, straightforward introduction to theory and research in persuasion, leaving instructors free to hand-pick non-text materials to satisfy ancillary aims. It includes a discussion of research concerning the production of persuasive messages, as well as the more traditional ...