Persuading People

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