Persuasion in Public Discourse : Cognitive and Functional Perspectives.

Intro -- Persuasion in Public Discourse -- Editorial page -- Title page -- LCC data -- Table of contents -- Persuasion across times, domains and modalities: Theoretical considerations and emerging themes -- 1. The nature of persuasion: Theoretical underpinnings -- 2. Emerging themes in persuasion research -- 3. The overall structure of the book and a synopsis of each section -- 3.1 Part I: Persuasion from a historical perspective -- 3.2 Part II: Persuasion in political discourse -- 3.3 Part III: Persuasion in social context -- 3.4 Part IV: Persuasion in marketing -- 3.5 Part V: Persuasion in academia -- 3.6 Part VI: Persuasion from multimodal perspectives -- 4. Concluding remarks -- Acknowledgements -- References -- Part I. Persuasion from a historical perspective -- Chapter 1. Patterns of persuasion in Hungarian medical discourse domain from the 16th and 17th centuries -- 1. Introduction -- 2. Research data and method -- 3. The sociocultural background of the Hungarian medical discourse domain in the 16th and 17th centuries -- 3.1 The script of medical recipes in the 16th and 17th centuries -- 4. Persuasion in medical recipes -- 4.1 Categories and codes of persuasion in 16th and 17th century Hungarian medical recipes -- 5. Conclusion -- Acknowledgements -- Sources -- References -- Chapter 2. Construction of the speaker's persuasive image in public discourse: Classical rhetoric revisited -- 1. Introduction: Rhetoric and persuasion -- 2. Rhetorical ethos - a theoretical background -- 3. Analysis: Towards characteristics of rhetorical ethos in Slovenian political rhetoric -- 4. Conclusion -- Acknowledgements -- Sources -- References -- Part II. Persuasion in political discourse -- Chapter 3. Metaphor as a (de-)legitimizing strategy in leadership discourse: The language of crisis in Winston Churchill's Cold War speeches -- 1. Introduction.

2. Analytical framework -- 3. Data and method -- 4. Findings and analysis -- 4.1 Personification in Churchill's Cold War speeches -- 4.2 journey metaphor in Churchill's Cold War speeches -- 4.3 building metaphor in Churchill's Cold War speeches -- 5. Conclusion -- Acknowledgements -- References -- Corpus and database consulted -- Chapter 4. Fictionalizing scenarios in political discourse: Catalan self-determination -- 1. Introduction -- 2. Data and method -- 3. Analysis -- 3.1 Configuring the "reality world" -- 3.2 Attention patterns -- 3.3 Deictic pronouns and verb endings -- 3.4 Enabling a new reality scenario -- 4. Discussion -- 5. Conclusion -- References -- Chapter 5. "The end is near": Negative attitude and fear in political discourse -- 1. Introduction -- 2. Data -- 3. Presidential elections in Brazil: Democracy, interrupted -- 4. Appraisal and the language of evaluation -- 5. Conclusion -- References -- Part III. Persuasion in social context -- Chapter 6. Reframing as a persuasive device in public speech: Beyond globalized biodiversity -- 1. Introduction -- 2. Framing and reframing as persuasive devices -- 3. The study: Aim and method -- 4. Results and discussion -- 4.1 Frame changes -- 4.2 Frame competition: Quantity and strength -- 4.3 Linguistic framing devices -- 5. Linguistic strategies as persuasive techniques -- 6. Conclusions -- References -- Appendix 1 -- Chapter 7. Dissuasion by characterization: The "poisoning" of an heroic analogy in Russian public discourse -- 1. Introduction -- 2. Research framework -- 3. Research design -- 4. Biographies: Similarities and dissimilarities -- 5. Components of the interpretative frame -- 6. Inviting negative judgement: Mechanisms of stigmatization -- 6.1 Ironic reversal -- 6.2 Dissociation from positive attribution -- 6.3 Amplifying problematic traits of the prototype -- 6.4 Gender prejudice.

7. Reception-oriented analysis -- 8. Discussion: Persuasive impact -- 9. Conclusion -- References -- Part IV. Persuasion in marketing -- Chapter 8. Saving face online: Institutional responses to negative customer reviews on TripAdvisor -- 1. Introduction and aims -- 2. Material and genre -- 2.1 Corpus -- 2.2 The genre and its social context - participants, roles, goals -- 3. Facework and rapport management -- 4. Results and discussion -- 4.1 Strategies attending to the complainant's face -- 4.2 Strategies attending to the respondent's face -- 4.3 Strategies attending to third parties -- 5. Conclusions -- Corpus -- References -- Chapter 9. Constructing the ideal organization: Metaphor in higher education brand communication -- 1. Introduction -- 2. Singapore's HEIs and persuasive communication -- 3. Metaphor and persuasive communication -- 4. Textual analysis -- 4.1 Animation/anthropomorphization in HEI brand communication -- 4.2 Analyzing a specific example -- 5. Discussion -- 6. Conclusion -- References -- Part V. Persuasion in academic discourse -- Chapter 10. Persuasion in academic discourse: Cross-cultural variation in Anglophone and Czech academic book reviews -- 1. Introduction -- 2. The genre of academic book reviews -- 3. Persuasion in book reviews -- 4. Cross-cultural variation: The Czech and the Anglophone academic discourse traditions -- 5. Data and methodology -- 6. Findings and discussion -- 6.1 Rhetorical structure -- 6.2 Citation -- 6.3 Personal structures -- 6.4 Evaluative acts -- 7. Conclusion -- Note -- References -- Chapter 11. Promotional strategies in academic writing: Statements of contribution in Spanish and ELF research articles -- 1. Introduction -- 2. Methods: Corpus and analytical procedure -- 3. Results and discussion -- 3.1 Quantitative analysis of statements of contribution in ELF and Spanish articles.

3.2 Qualitative analysis of statements of contribution in ELF and Spanish articles -- 4. Final remarks -- Acknowledgements -- References -- Part VI. Persuasion from multimodal perspectives -- Chapter 12. Iconicity in independent noun phrases in print advertising: A multimodal perspective -- 1. Introduction -- 2. Iconicity and its role in advertising -- 3. Data and methods -- 4. Results of the investigation -- 4.1 Iconicity of production process -- 4.2 Iconicity of the ingredients used -- 4.3 Iconicity of the variety of products -- 4.4 Iconicity of gustatory perception -- 5. Conclusion -- Primary sources -- References -- Web pages consulted -- Chapter 13. Persuasion in musical multimedia: A conceptual blending theory approach -- 1. Introduction -- 2. The semantics of music -- 3. Conceptual blending theory -- 4. Analysis -- 4.1 "The Anvil of Crom" - from barbarians to modern electoral campaigns -- 4.2 The imperial march - Uniting the galactic empire, Hitler, and NATO -- 4.3 "El Condor Pasa" - from the Andes to modern-day air raids -- 5. Conclusions -- References -- Subject index -- Name index.

This book approaches persuasion in public discourse as a rhetorical phenomenon that enables the persuader to appeal to the addressee's intellectual and emotional capacities in a competing public environment.

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Electronic reproduction. Ann Arbor, Michigan : ProQuest Ebook Central, 2024. Available via World Wide Web. Access may be limited to ProQuest Ebook Central affiliated libraries.