Paul E. Rondeau
Reproduced with Permission
Table of Contents
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Introduction
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Getting Here from There
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Kinsey to the APA Victory of 1973
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Sans Facts, Logic, or Proof
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The Need for War
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Desensitize, Jam, and Convert
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Dust Off the Unholy Alliance
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Persuasion, Society, and Democracy
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Rhetoric
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Modern Persuasion Theory: The Elaboration Likelihood Model (ELM)
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Credibility of the ELM
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To Think or Not to Think: Elaboration
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Which Thinking Route to Take: Variables and Moderators
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Control Behavior, Change Attitudes: Cognitive Dissonance
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Marketing 101
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Defining Marketing
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Propaganda, Persuasion, Education and the 4 P's
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The Marketing Environment
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Conceptualizing the Product
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Repackaging the Product: A New Identity for Homosexuality
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Redefine Abnormal as Normal
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Polish the Idea
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Reposition the Product
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Setting the Price
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Two-Tiered “Exaction” Pricing: Emotional
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Two-Tiered "Exaction" Pricing: Economic
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Place: Distributing the Idea
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Promotion: Win at All Costs
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Setting the Theme: Major Gay Rights Players
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Summary of a Common Theme
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Gay Rights Marketing: The Agenda at Work
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Stop Dr. Laura
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The Direct Marketing Approach
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Stop Dr. Laura: Indirect Marketing
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He Who Controls History
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Two Birds with One Stone
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Using the Government to Influence Business
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Using Business to Influence Government
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The Education Channel
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The Military Campaign
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Conclusion
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End Notes
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