1. RHETORICAL USE OF LANGUAGE
Persuasion mus pre-eminently be seen as a stylistic
procedure. – 96
Words can, in fact, be used as instruments of power and
deception, but it is never the words themselves that should be dubbed evil and
poisonous, as has become the fashion since the days of F. Mauthner. The
responsibility for any damage that might have been done by using certain means
of expressions still lies with the users, those who, not being able to alter
the reality, try – through interpretative strategies – to change its reception
and recognition by their interlocutors. – 96
By impressing or surprising somebody, the persuader tries
to make his victim give up his own viewpoint and embrace that of the
rhetorician, whereas in the case of flattery and the acting out of chummiess
the recipient is convinced that persuader has given up his/her own point of view
in favour of that of the persuaded. What is even more effective is when the
victim gets the impression that both partners have had the same outlook on
reality from the very beginning, in which case the persuader is regarded and
accepted as one of the victim’s near and dear. – 96
1.1
Conviction vs.
Seduction
1.2
Interlude on
intelligibility
1.2.1
Coercive
strategies
1.3
Instability of
meaning and reduction of semantic content as a result of focusing and attempts
at intensification
2. ARGUMENTATION
2.3 Don’t argue, quote
3. PERSUASIVE GRAMMAR
3.4 Phonetics and the magic power of similarity
4. THE LEXICON OF PERSUASION
4.1 The magic of tautology
4.2 Paraphrase
4.2.1 Euphemism
4.3 Semantic shift, albeit transitory, but with purpose
4.5 Key-words and their connotative force
4.5.1 Neologism
5. REMARKABLE UNMARKEDNESS: Simulation of reality of
minds by imitation of linguistic variants of intimacy: the persuasive power of
mame losn.
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