The course aims to provide students with the basic notions of persuasive communication combining the theoretical tools of the discipline that traditionally has dealt with the persuasive uses of language, rhetoric, with the empirical results achieved in the context of the modern cognitive sciences. Specifically, the cognitive foundations of 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.



At the end of the course, the student will be able to:

- use the key theoretical concepts developed in the context of rhetoric.
- read and understand experimental scientific articles dealing with issues relating to the cognitive foundations of persuasive processes.
- transfer the theoretical concepts to the analysis of case studies.