Case studies for teaching stylistics for business communication

• Main Author: ONG, Siow-Heng
• Format: text
• Language: English
• Published: Institutional Knowledge at Singapore Management University 2009
• Subjects: metaphor; stylistics; teaching stylistics; business communication; Business and Corporate Communications
• Online Access: https://ink.library.smu.edu.sg/lkcsb_research/6148; https://ink.library.smu.edu.sg/context/lkcsb_research/article/7147/viewcontent/Case_Studies_for_Teaching_Stylistics_for_Business_Communication.pdf
• Institution: Singapore Management University

The employment of stylistics can influence the effectiveness of a brochure, pamphlet, press release and other forms of business communication dramatically. When we consider that the language used to formulate the texts of these publicity materials has the potential to generate hundreds of thousands of dollars in sales, we do well to pay attention to how stylistics can be applied persuasively. This paper provides a theoretical framework for the mother of all stylistics, the metaphor. Examples of how metaphors are used to persuade are then discussed in prominent speeches and other texts. Finally, analytical and constructive assignments are posed and suggestions are offered to explain the legitimacy of stylistic choices and their persuasive appeal.