Table of contents
Persuasion across times, domains and modalities: Theoretical considerations and emerging themes
Part IPersuasion from a historical perspective
Chapter 1.Patterns of persuasion in Hungarian medical discourse domain from the 16th and 17th centuries
Chapter 2.Construction of the speaker’s persuasive image in public discourse: Classical rhetoric revisited
Part IIPersuasion 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
Chapter 4.Fictionalizing scenarios in political discourse: Catalan self-determination
Chapter 5.“The end is near”: Negative attitude and fear in political discourse
Part IIIPersuasion in social context
Chapter 6.Reframing as a persuasive device in public speech: Beyond globalized biodiversity
Chapter 7.Dissuasion by characterization: The “poisoning” of an heroic analogy in Russian public discourse
Part IVPersuasion in marketing
Chapter 8.Saving face online: Institutional responses to negative customer reviews on TripAdvisor
Chapter 9.Constructing the ideal organization: Metaphor in higher education brand communication
Part VPersuasion in academic discourse
Chapter 10.Persuasion in academic discourse: Cross-cultural variation in Anglophone and Czech academic book reviews
Chapter 11.Promotional strategies in academic writing: Statements of contribution in Spanish and ELF research articles
Part VIPersuasion from multimodal perspectives
Chapter 12.Iconicity in independent noun phrases in print advertising: A multimodal perspective
Chapter 13.Persuasion in musical multimedia: A conceptual blending theory approach
Subject index
Name index