How does style persuade? Validating classical rhetoric through an empirical study of the practice and effects of rhetorical figures in political speech Ghent University
The depillarization tendency in Western democracies since the 1950s has resulted in an increasing
level of voter volatility and the growing importance of persuasion strategies in political
communication. Interestingly, politicians still compose speeches using classical rhetoric (e.g.
pathos, logos, rhetorical figures), which have never been empirically validated within political
marketing, despite research in ...