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Persuasion, in its various linguistic forms, enters our lives daily.
Politicians and the news media attempt to change or confirm our beliefs,
while advertisers try to bend our tastes toward buying their products.
Persuasion goes on in courtrooms, universities, and the business world.
Persuasion pervades interpersonal relations in all social spheres, public
and private. And persuasion reaches us via a large number of genres and
their intricate interplay.
This volume brings together nine chapters which investigate some of the
typical genres of modern persuasion. Using both quantitative and
qualitative methods, the authors explore the linguistic features of
successful (and unsuccessful) persuasion and the reasons for the variation
of persuasive choices as realized in various genres: business negotiations,
judicial argumentation, political speech, advertising, newspaper
editorials, and news writing. In the final chapter, the editors tie
together the two themes — persuasion and genres — by proposing an
Intergenre Model. This model assumes that a powerful force behind generic
evolution is the perennial need for implicit persuasion.
Table of contents
Acknowledgements p.vii
Introduction
Persuasion across genres: Emerging perspectives
Tuija Virtanen and Helena Halmari pp.3–24
Focusing on private and semipublic discourse
Persuasion in business negotiations
Anne Marie Buelow-Møller pp.27–58
Persuasion in judicial argumentation: The Opinions of the Advocates General
at the European Court of Justice
Tarja Salmi-Tolonen pp.59–101
Focusing on public discourse
In search of "successful" political persuasion: A comparison of the sytles
of Bill Clinton and Ronald Reagan
Helena Halmari pp.105–134
In a nutshell: Persuasion in the spatially constrained language of advertising
Paul Bruthiaux pp.135–151
"Polls and surveys show": Public opinion as a persuasive device in
editorial discourse
Tuija Virtanen pp.153–180
Theoretical considerations
Persuasion as implicit anchoring: The case of collocations
Jan-Ola Östman pp.183–212
Generic patterns in promotional discourse
Vijay K. Bhatia pp.213–225
Concluding remarks
Towards understanding modern persuasion
Helena Halmari and Tuija Virtanen pp.229–244
Author Index pp.245–248
Subject Index pp.249–257
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