The course aims to provide students with the basic notions of persuasive communication as it is conceived within the discipline that traditionally has focused on the persuasive uses of language: rhetoric. Specifically, the persuasive uses of language are analyzed with reference to a particular tool of communication: storytelling.

Through the discussion of case studies, such as scientific communication, marketing, advertising and political communication, the course aims to provide students with a general understanding of the fundamental cognitive mechanisms underlying storytelling.