This fascinating and practical book explores persuasive techniques in the English language, and is the ideal introduction for students and others with a professional interest in persuasion.  Using a wide range of lively and accessible illustrative material, Robert Cockcroft and Susan Cockcroft unpick the complexities of persuasive language - both written and spoken - and enable readers to develop and enhance their rhetorical skills.Now thoroughly revised and expanded, the second edition of this successful text includes:- developed application of cognitive linguistic theory, which sheds new light on the emotional and logical powers of persuasion- extended and updated examples of rhetoric in action- clear pointers for further study to allow readers to continue their exploration into rhetorical theory and practice- a new final chapter which invites readers to practice their skills using updated versions of traditional rhetorical exercises.