ABSTRACT
Narrative is very much a part of persuasive rhetoric in both a traditional sense and a multimodal sense. It engages the audience with a way to assimilate with the speaker, and recent research in neuroscience has found that there are neural dynamics at work when an audience experiences any kind of rhetoric. The narrative is likely to link closely with the audience's prior experiences; so, that is where it can be considered within the model. This chapter considers the model to analysis of persuasion related to narrative. It discusses the concepts of "mirror neurons", "reward neurons", and "plasticity". The chapter explores scholarship that recognizes the value of narrative within business communication and technical communication settings. It link this scholarship to recent scholarship related to neuro-marketing, especially. The chapter describes examples of its integration within these messages as well as within proposals for process improvement. It offers suggestions on how to provide training and instruction of narrative within multimodal persuasive messages.
