Table Of Content<DOCINFOAUTHOR""TITLE"PersuasionAcrossGenres:Alinguisticapproach"SUBJECT"Pragmatics&Beyond,NewSeries,Volume130"KEYWORDS""SIZEHEIGHT"220"WIDTH"150"VOFFSET"4">
PersuasionAcrossGenres
Pragmatics & Beyond New Series
Editor
AndreasH.Jucker
UniversityofZurich,EnglishDepartment
Plattenstrasse47,CH-8032Zurich,Switzerland
e-mail:[email protected]
AssociateEditors
JacobL.Mey
UniversityofSouthernDenmark
HermanParret
BelgianNationalScienceFoundation,UniversitiesofLouvainandAntwerp
JefVerschueren
BelgianNationalScienceFoundation,UniversityofAntwerp
EditorialBoard
ShoshanaBlum-Kulka CatherineKerbrat-Orecchioni
HebrewUniversityofJerusalem UniversityofLyon2
JeanCaron ClaudiadeLemos
UniversitédePoitiers UniversityofCampinas,Brazil
RobynCarston MarinaSbisà
UniversityCollegeLondon UniversityofTrieste
BruceFraser EmanuelSchegloff
BostonUniversity UniversityofCaliforniaatLosAngeles
ThorsteinFretheim DeborahSchiffrin
UniversityofTrondheim GeorgetownUniversity
JohnHeritage PaulO.Takahara
UniversityofCaliforniaatLosAngeles KansaiGaidaiUniversity
SusanHerring SandraThompson
UniversityofTexasatArlington UniversityofCaliforniaatSantaBarbara
MasakoK.Hiraga TeunA.VanDijk
St.Paul’s(Rikkyo)University PompeuFabra,Barcelona
DavidHoldcroft RichardJ.Watts
UniversityofLeeds UniversityofBerne
SachikoIde
JapanWomen’sUniversity
Volume130
PersuasionAcrossGenres:Alinguisticapproach
EditedbyHelenaHalmariandTuijaVirtanen
Persuasion Across Genres
A linguistic approach
Editedby
Helena Halmari
SamHoustonStateUniversity
Tuija Virtanen
ÅboAkademiUniversity
JohnBenjaminsPublishingCompany
Amsterdam(cid:1)/(cid:1)Philadelphia
TM Thepaperusedinthispublicationmeetstheminimumrequirements
8
ofAmericanNationalStandardforInformationSciences–Permanence
ofPaperforPrintedLibraryMaterials,ansiz39.48-1984.
LibraryofCongressCataloging-in-PublicationData
PersuasionAcrossGenres:Alinguisticapproach/editedbyHelenaHalmari
andTuijaVirtanen.
p. cm.(Pragmatics&Beyond,NewSeries,issn0922-842X;v.130)
Includesbibliographicalreferencesandindexes.
1.Discourseanalysis--Psychologicalaspects.2.Persuasion
(Psychology).3.Literaryform.4.Intertextuality.I.Halmari,Helena.II.
Virtanen,Tuija.III.Series.
P302.8.P468 2005
401’.41-dc22 2005057456
isbn9027253730(Eur.)/1588115887(US)(Hb;alk.paper)
©2005–JohnBenjaminsB.V.
Nopartofthisbookmaybereproducedinanyform,byprint,photoprint,microfilm,or
anyothermeans,withoutwrittenpermissionfromthepublisher.
JohnBenjaminsPublishingCo.·P.O.Box36224·1020meAmsterdam·TheNetherlands
JohnBenjaminsNorthAmerica·P.O.Box27519·Philadelphiapa19118-0519·usa
Table of contents
Acknowledgements vii
1.Introduction
Chapter1
Persuasionacrossgenres:Emergingperspectives 3
TuijaVirtanenandHelenaHalmari
2.Focusingonprivateandsemipublicdiscourse
Chapter2
Persuasioninbusinessnegotiations 27
AnneMarieBülow-Møller
Chapter3
Persuasioninjudicialargumentation:TheOpinions
oftheAdvocatesGeneralattheEuropeanCourtofJustice 59
TarjaSalmi-Tolonen
3.Focusingonpublicdiscourse
Chapter4
Insearchof“successful”politicalpersuasion:Acomparison
ofthestylesofBillClintonandRonaldReagan 105
HelenaHalmari
Tableofcontents
Chapter5
Inanutshell:Persuasioninthespatiallyconstrained
languageofadvertising 135
PaulBruthiaux
Chapter6
“Pollsandsurveysshow”:Publicopinionasapersuasivedevice
ineditorialdiscourse 153
TuijaVirtanen
4.Theoreticalconsiderations
Chapter7
Persuasionasimplicitanchoring:Thecaseofcollocations 183
Jan-OlaÖstman
Chapter8
Genericpatternsinpromotionaldiscourse 213
VijayK.Bhatia
5.Concludingremarks
Chapter9
Towardsunderstandingmodernpersuasion 229
HelenaHalmariandTuijaVirtanen
Authorindex 245
Subjectindex 249
Acknowledgements
Thepointofdepartureforthepresentvolumewasawell-receivedthree-hour
colloquium at the American Association for Applied Linguistics (AAAL) an-
nualmeetinginApril1999,whichbroughttogethersixveryinterestingpapers
andthus encouragedusto goonwith the project toexpanditintoanedited
volume.Severalof the participants tothe AAAL conferencehavecontributed
with revised and expanded versionsof their papers. Other contributorswere
invitedtojoininonthebasisoftheirresearchinterests,tocomplementareas
that weredeemedcentraltothe book.Ourfirstandforemostthanksthus go
toourcontributors,whomadetheprojectmeaningfulandpossible,andwho
haveshowngreatefficiencyandenthusiasminwritingandrevisingtheirchap-
ters.WearealsogratefultoallthosewhocametoourAAALcolloquiumand
letusbenefitfromtheirwisdombyaskingdisturbingquestionsandsuggesting
constructivetwiststhatthestudyofpersuasioncouldtake.
IthasbeenapleasuretoworkwithJohnBenjaminsPublishingCompany.
WewanttothankAndreasJucker,theserieseditorforthePragmatics&Beyond
New Series, and Isja Conen for their help during the process. We also thank
the two anonymous reviewersfor their insightful suggestions. And we thank
RobertAdamsforreadinganumberofchaptersandcommentingonboththeir
languageandcontent.Wenaturallytakeresponsibilityfortheremainingfaults
andimperfections.
We wish to thank Sam Houston State University, Texas, and Växjö Uni-
versity,Sweden,forfundingourparticipationintheAAALconference.Weare
alsogratefultoVäxjöUniversityforfinancingtravelforTuijaVirtanen,which
allowedustofinalizethepresentvolume,andtoSamHoustonStateUniversity
forfinancialsupportfromtheResearchEnhancementFundsandforthereas-
signedtimeforresearchgiventoHelenaHalmari.Wealsowanttoacknowledge
Universityof Florida and Åbo Akademi University, Finland, for institutional
supportduringthefinalpartsoftheproject.
WeacknowledgeElsevierScienceforthepermissiontoreprintChapter5,
“Inanutshell:Persuasioninthespatiallyconstrainedlanguageofadvertising”
Acknowledgements
byPaulBruthiaux. The chapter isreprintedfromLanguage andCommunica-
tion,Vol.20(4),2000,pp.297–310.
Finally, warm thanks go to those close to our hearts for giving us the
support we needed to work happily and productively, in alphabetical order:
Fredrik, Iiris, Irene, Jaakko, and Rob – as well as the cats Maisa, Pieni, and
Sannaforoccasionallyswingingtheirtailsinfrontofthecomputerscreenand
performing persuasive strategies of their own. Tuija wishes to extend special
thanks to Helena’s family for providing her with a Finnish-American nest in
whichthehatchingofthisvolumewassomuchnicer.
December2003
Huntsville,Texas&Åbo,Finland
HelenaHalmari&TuijaVirtanen
P 1
Introduction
Description:Persuasion, in its various linguistic forms, enters our lives daily. Politicians and the news media attempt to change or confirm our beliefs, while advertisers try to bend our tastes toward buying their products. Persuasion goes on in courtrooms, universities, and the business world. Persuasion perv
