"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. The aim is to investigate persuasive strategies from the overlapping perspectives of cognitive and functional linguistics. Both qualitative and quantitative analyses of authentic data (including English, Czech, Spanish, Slovene, Russian, and Hungarian) are grounded in the frameworks of functional grammar, facework and rapport management, classical rhetoric studies and multimodal discourse analysis and are linked to the constructs of (re)framing, conceptual metaphor and blending, mental space and viewpoint. In addition to traditional genres such as political speeches, news reporting, and advertising, the book also studies texts that examine book reviews, medieval medical recipes, public complaints or anonymous viral videos. Apart from discourse analysts, pragmaticians and cognitive linguists, the intended readership includes cognitive musicologists, semioticians, historical linguists or scholars of neighbouring disciplines"--.

• 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