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"An Introduction to Rhetorical Communication" offers a true integration of rhetorical theory and social science approaches to public communication. This highly successful text guides students through message planning and presentation in an easy step-by-step process. "An Introduction to Rhetorical Communication" provides students a solid grounding in the rhetorical tradition and the basis for developing effective messages. New and Enduring FeaturesThe chapter on Ethos has been completely revised and updated with the most current research. The chapter in the new edition now recognizes and includes more references that the classical concept of ethos was more than just "source credibility." The new edition has been thoroughly updated with new and revised examples.The text has been updated to include new discussions that reflect current research findings. Discusses Contains discussions of four classical rhetorical canons invention, disposition, style and delivery. Includes a full chapter on culture and diversity, which focuses on how the changing world raises new concern for rhetorical communicators and which emphasizes ethnocentrism using a new self-assessment measure. Discusses the important ethical choices that rhetoricians face. Provides sample speeches for analysis and criticism.Praise for "An Introduction to Rhetorical Criticism" "McCroskey offers a solid, time tested, traditional approach to the study of rhetoric. The book offers an impressive distillation of classical rhetoric. . .[and] demonstrates that these principles still work and that they can be taught." "Jim Hasenauer, California State University at Northridge" "McCroskey's book necessitates that students raise themselves beyond the level of most texts to that of true college students." "J. Kanan Sawyer, University of Texas -- Austin"