Cognitive rhetoric of effect: energy flow as a means of persuasion in inaugurals

Cognitive rhetoric of effect deals with creating a referent’s favourable image throughout four text-forming stages: invention (looking for arguments); disposition (argument arrangement); elocution (verbal ornamentation); and performance, combining the ancient canons of memory and delivery. The cogni...

Full description

Saved in:
Bibliographic Details
Published in:Topics in linguistics 2016-12, Vol.17 (2), p.12-25
Main Author: Potapenko, Serhiy
Format: Article
Language:English
Subjects:
cognitive rhetoric of effect
ethos
force dynamics
image schema
inaugural address
Linguistic units
Motion
Perceptions
Persuasion
Rhetoric
Schemas
Semantic categories
Citations: Items that this one cites
Items that cite this one
Online Access:Get full text
Tags: Add Tag
No Tags, Be the first to tag this record!
Description
Summary:Cognitive rhetoric of effect deals with creating a referent’s favourable image throughout four text-forming stages: invention (looking for arguments); disposition (argument arrangement); elocution (verbal ornamentation); and performance, combining the ancient canons of memory and delivery. The cognitive procedures of rhetoric of effect rest on conceptual structures of sensory-motor origin: image schemas, i.e. recurring dynamic patterns of our perceptual interactions and motor programmes (Johnson, 1987, p.xiv), and force dynamics, i.e. a semantic category in the realm of physical force generalized into domains of internal psychological relationships and social interactions (Talmy, 2000, p.409). The embedding of sensory-motor structures into the text-forming stages reveals that cognitive rhetorical effects are created by managing the energy flow, which consists of force and motion transformations denoted by particular linguistic units. The phenomenon is exemplified by the analysis of the way impressions of freedom celebration and freedom defence are formed in the inaugurals of J.F. Kennedy (1961) and G.W. Bush (2005) respectively.
ISSN:2199-6504
1337-7590
2199-6504
DOI:10.1515/topling-2016-0010