Political Persuasion and Rhetoric
This source preferred by Darren Lilleker
Authors: Lilleker, D.
Persuasion is a communicative action designed to cause others to do or believe something. In politics, persuasion is crucial for campaigns as their purpose is to convince as many as possible to support a cause and perform acts beneficial to that cause. Rhetoric is the art of persuasive communication, especially the exploitation of figures of speech and other compositional techniques. The power of persuasive communication lies in the strategic use of rhetoric.