This book suggests ways of actively enhancing the persuasive skills of the
student or general reader, through insights gained from analysing ancient
and modern rhetoric. It shows persuaders 'matching and moment' as they woo
or provoke an audience, engage emotion, locate issues and construct
arguments, and provides 'hands on' opportunities for experimenting with
style and content. Combining theory and practice, this updated second
edition makes extensive use of both contemporary and earlier examples to
support its own persuasive aims and responsibilities to its audience.