Thoroughly updated, this accessible introductory textbook in persuasive communication speaks directly to the student by focusing on real-life experiences in personal, social, and professional contexts. Through its use of rhetoric, psychology, and social scientific research, this book helps readers understand, analyze, and use persuasion in their lives and careers without being overwhelmed. It explores techniques of verbal and visual persuasion for use in business and professional communication, health communication, and everyday life, and also provides expanded coverage of persuasion in social movements and social advocacy. This new edition pays greater attention throughout to ethical considerations and includes discussions of artificial intelligence, robotics, data analytics, and new forms of social media. This textbook is a student-friendly introduction suitable for use in undergraduate courses in persuasion, health communication, and business communication. Online resources include an instructor’s manual, test bank, PowerPoint slides and glossary. They are available at www.routledge.com/9781003863076.