This fascinating and practical book explores persuasive techniques in the English language, and is the ideal introduction for students and others with a professional interest in persuasion. Using a wide range of lively and accessible illustrative material, Robert Cockcroft and Susan Cockcroft unpick the complexities of persuasive language – both written and spoken – and enable readers to develop and enhance their rhetorical skills.

Now thoroughly revised and expanded, the second edition of this successful text includes:
– Developed application of cognitive linguistic theory, which sheds new light on the emotional and logical powers of persuasion
– Extended and updated examples of rhetoric in action
– Clear pointers for further study to allow readers to continue their exploration into rhetorical theory and practice
– A new final chapter which invites readers to practice their skills using updated versions of traditional rhetorical exercises

This fascinating and practical book explores persuasive techniques in the English language, and is the ideal introduction for students and others with a professional interest in persuasion. Using a wide range of lively and accessible illustrative material, Robert Cockcroft and Susan Cockcroft unpick the complexities of persuasive language – both written and spoken – and enable readers to develop and enhance their rhetorical skills. Now thoroughly revised and expanded, the second edition of this successful text includes: – Developed application of cognitive linguistic theory, which sheds new light on the emotional and logical powers of persuasion – Extended and updated examples of rhetoric in action – Clear pointers for further study to allow readers to continue their exploration into rhetorical theory and practice – A new final chapter which invites readers to practice their skills using updated versions of traditional rhetorical exercises