The importance of persuasion -- The cognitive approach to persuasion -- The source of persuasive messages : credibility -- Ethical concerns -- Purpose and audience -- Organization : structuring the message -- Substance : support for your ideas -- Symbols and style -- Hostile, apathetic, motivated, and multiple audiences -- Consistency theories of attitude change -- Social judgment/involvement theory -- Theory of reasoned action -- Critical consumers of persuasive messages -- Persuasion in advertising -- Persuasion in political campaigns.