This book is designed to develop students' skills both as consumers and as producers of persuasion. The book explains, with examples from diverse media campaigns, strategies of persuasion constantly used in the mass media, in political rhetoric, and in advertising. The book covers material on persuasion theory, persuasion research, and persuasion ethics, language use and symbols, nonverbal communication, and cultural and psychological approaches to persuasion. Chapters in the book are: (1) Persuasion in Today's World; (2) Perspectives on Ethics in Persuasion; (3) Approaches to Persuasion Research: The Roots of Research in Persuasion; (4) Symbol Making and Using--A Foundation for Persuasion; (5) Process Premises: The Tools of Motivation; (6) Content Premises in Persuasion; (7) Cultural Premises in Persuasion; (8) The Persuasive Campaign or Movement; (9) Becoming a Persuader; (10) Modern Media and Persuasion; (11) The Techniques of Propaganda; and (12) The Use of Persuasive Premises in Advertising. (NKA)