Rhetoric and stylistics today

This book gives an overview of research into rhetoric and stylistics in the early 1990s. It contains articles on a wide span of modern research themes - e. g. on political oratory in the U. S. presidential campaigns, semiotic aspects of multimedia texts, interplay of verbal and non-verbal elements in packaging discourse. WE-slogans of modern organizations and enterprises, efficient writing of scientific texts, style in cooking recipes, relations between rhetoric and ethics, and on rhetorical strategies in LSP texts. The 21 articles are written by scholars attached to the scientific commission on «Rhetoric and Stylistics» in the International Association for Applied Linguistics /AILA).