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1、Chapter1PersuasionacrossgenresEmergingperspectivesTuijaVirtanenandHelenaHalmariPersuasionhasintriguedresearcherssinceantiquity;yet,itisatopicwhichcontinuestohaveimmenserelevanceinallhumaninteraction.ToquoteRobinTolmachLakoff(2000:7),thequestionis:Whydowelate-twentieth-centurys
2、ophisticates,afteracenturysbarrageofadvertising,still?ndourselvesbe-dazzledbythelanguageofpersuasion,economicandpolitical?Thepresentvolumeisdedicatedtoinvestigationsoftheinteractiveprocessofpersuasionatthedawnofthenewmillenium.Choosingtofocusonthelinguisticmani-festationsofthi
3、sprocess,wehighlightitsseveraldifferentdimensions,whichinteractwithoneanotherinintriguingways.Further,weinvestigateaggre-gatesofthelinguisticexponentsofpersuasionacrossanumberofdifferentgenres.Thesehavebeenselectedtorepresenttheuseoflanguagewhichpeoplegenerallyassociatewithper
4、suasioninthepublicsphere,suchasadvertising,thelanguageofpolitics,andmediadiscourse.Butourconcernisalsowithmodernsitesforpersuasionwithinandacrossprofessionaldiscoursecom-munitiesasmanifestedinbusinessnegotiationsandlegaldocuments.Whileothergenrescouldpro?tablybeaddedtothereper
5、toireweareoffering(see,e.g.,Mulholland1994:xiii),thegenresinfocusinthisvolumeoriginateinverydifferentareasofpubliclife,thuspermittingustodetectsimilaritiesanddifferencesacrossthem.Alllanguageusecaninasenseberegardedaspersuasive(cf.,e.g.,Miller1980).However,inthiscontextwelimit
6、thede?nitionofpersuasiontoalllin-guisticbehaviorthatattemptstoeitherchangethethinkingorbehaviorofanaudience,ortostrengthenitsbeliefs,shouldtheaudiencealreadyagree.Yet,theaudiencesvisibleandinvisible,actualandimplied,interlocutorsandon-lookersalsocontributetotheprocessofpersuas
7、ion.Wearecommittedtotheviewthatthepersuasiveprocessisaffectedbythesituationalandsocio-cultural?TuijaVirtanenandHelenaHalmaricontextinwhichittakesplace,andatthesametimeithelpsconstructthatverycontextinimportantways.Eventhoughgenreswillalwaysbetiedtotimeandculturei.e.theyemerge,
8、persist,change,anddisappearthroughtimeandingivensocio-cultura
