The language of persuasion looks both outwards and inwards:
politicians promise a better future based on an evaluation of the
current external reality, but they communicate this vision by
activating deep-seated ideas, values and feelings that are hidden
within the audience. This fully updated second edition analyses the
rhetoric of three additional politicians - Barack Obama, Ronald
Reagan and Enoch Powell - as well as revised accounts of the
original six politicians to produce a comprehensive study of some
renowned exponents of persuasion. It also contains a new chapter on
the role of metaphor in political communication. Successful
politicians are those who have credible stories to tell, who can
involve us with the drama of the present by explaining what is
right and wrong and who convince us that they are better than their
opponents. This book explains how their use of metaphors and myths
create credible and consistent stories that help us to understand
the rhetorical means through which persuasion occurs.
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