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Chapter 12. Verbal and nonverbal engagement devices in business persuasive discourse

The elevator pitch
  • Mercedes Díez Prados
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Engagement in Professional Genres
This chapter is in the book Engagement in Professional Genres

Abstract

The present chapter analyzes verbal and nonverbal engagement devices in four business pitches delivered by entrepreneurs in the British TV program Dragon’s Den. Taken for granted their eminently persuasive character, the purpose is to analyze the expression of engagement in verbal and nonverbal signs aiming at convincing potential investors of the product’s worth. A tridimensional analysis is carried out: firstly, structural features are identified following Daly and Davy’s (2016a and b) proposal. Secondly, verbal engagement devices are examined according to Martin and White’s (2005) Appraisal System and Hyland’s (2005a and b) Engagement Model. Thirdly, persuasive nonverbal signs are identified applying Cestero Mancera’s (2016 and 2017) taxonomy. Results show that while pitches are grossly monoglossic in their verbal realizations, nonverbal persuasive signs seem to acknowledge and guide the audience’s perception.

Abstract

The present chapter analyzes verbal and nonverbal engagement devices in four business pitches delivered by entrepreneurs in the British TV program Dragon’s Den. Taken for granted their eminently persuasive character, the purpose is to analyze the expression of engagement in verbal and nonverbal signs aiming at convincing potential investors of the product’s worth. A tridimensional analysis is carried out: firstly, structural features are identified following Daly and Davy’s (2016a and b) proposal. Secondly, verbal engagement devices are examined according to Martin and White’s (2005) Appraisal System and Hyland’s (2005a and b) Engagement Model. Thirdly, persuasive nonverbal signs are identified applying Cestero Mancera’s (2016 and 2017) taxonomy. Results show that while pitches are grossly monoglossic in their verbal realizations, nonverbal persuasive signs seem to acknowledge and guide the audience’s perception.

Chapters in this book

  1. Prelim pages i
  2. Table of contents v
  3. Acknowledgements ix
  4. Foreword xi
  5. Chapter 1. Networking engagement in professional practices 1
  6. Section I. Monomodal genres
  7. Chapter 2. Positioning and proximity of reader engagement 29
  8. Chapter 3. Authorial engagement in business emails 47
  9. Chapter 4. Challenging the concept of pure objectivity in British and Spanish hard news reports 67
  10. Chapter 5. Rebuilding trust in the banking sector 87
  11. Chapter 6. Interrogative engagement as a pragmatic and textual function in Legal Studies 101
  12. Chapter 7. Patients engaging their doctors in the doctor-patient relationship 119
  13. Chapter 8. “Let’s have that conversation on next quarter’s call” 137
  14. Section II. Intersemiotic genres
  15. Chapter 9. Multiplying engagement 157
  16. Chapter 10. Researchers’ move from page to screen 179
  17. Chapter 11. Recruitment websites and the socialization of new employees 197
  18. Chapter 12. Verbal and nonverbal engagement devices in business persuasive discourse 217
  19. Chapter 13. Scifotainment 243
  20. Chapter 14. How much do U.S. patents disclose? 259
  21. Chapter 15. Gestural silence 277
  22. Chapter 16. Silence and engagement in the multimodal genre of synchronous videoconferencing lectures 297
  23. Chapter 17. Organizational metadiscourse across lecturing styles 321
  24. Chapter 18. Engagement of readers/customers in the discourse of e-tourism promotional genres 341
  25. Notes on contributors 359
  26. Names Index 365
  27. Subject Index 367
https://doi.org/10.1075/pbns.301.12die

Chapters in this book

  1. Prelim pages i
  2. Table of contents v
  3. Acknowledgements ix
  4. Foreword xi
  5. Chapter 1. Networking engagement in professional practices 1
  6. Section I. Monomodal genres
  7. Chapter 2. Positioning and proximity of reader engagement 29
  8. Chapter 3. Authorial engagement in business emails 47
  9. Chapter 4. Challenging the concept of pure objectivity in British and Spanish hard news reports 67
  10. Chapter 5. Rebuilding trust in the banking sector 87
  11. Chapter 6. Interrogative engagement as a pragmatic and textual function in Legal Studies 101
  12. Chapter 7. Patients engaging their doctors in the doctor-patient relationship 119
  13. Chapter 8. “Let’s have that conversation on next quarter’s call” 137
  14. Section II. Intersemiotic genres
  15. Chapter 9. Multiplying engagement 157
  16. Chapter 10. Researchers’ move from page to screen 179
  17. Chapter 11. Recruitment websites and the socialization of new employees 197
  18. Chapter 12. Verbal and nonverbal engagement devices in business persuasive discourse 217
  19. Chapter 13. Scifotainment 243
  20. Chapter 14. How much do U.S. patents disclose? 259
  21. Chapter 15. Gestural silence 277
  22. Chapter 16. Silence and engagement in the multimodal genre of synchronous videoconferencing lectures 297
  23. Chapter 17. Organizational metadiscourse across lecturing styles 321
  24. Chapter 18. Engagement of readers/customers in the discourse of e-tourism promotional genres 341
  25. Notes on contributors 359
  26. Names Index 365
  27. Subject Index 367
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