PREFACE · 7

CHAPTER 1

Press release from Lundbeck · 9

1.1. Social context · 12

1.2. Sender and receiver · 12

1.3. Genre and purpose · 14

1.4. Move structure · 17

1.5. Appeal forms · 20

1.6. Speech acts, text functions and text types · 23

1.7. Summary · 25

CHAPTER 2

Advertisement from Forever Living Products · 27

2.1. Social context · 28

2.2. Sender and receiver · 29

2.3. Genre and purpose · 32

2.4. Move structure and text types · 33

2.5. Appeal forms · 35

2.6. Speech acts and text functions · 38

2.7. Choice of topoi and fallacies · 40

2.8. Categorical statements vs. hedging · 43

2.9. Summary · 46

CHAPTER 3

Philip Morris: Litigation · 47

3.1. Social context · 48

3.2. Sender and receiver · 49

3.3. Genre and purpose · 51

3.4. Move structure and text types · 52

3.5. Appeal forms, speech acts and text functions · 54

3.6. Rhetorical strategies at the ideational level · 57

3.7. Rhetorical strategies at the interpersonal level · 59

3.8. Summary · 63

CHAPTER 4

Introduction to Amnesty International Annual Report  · 65

4.1. Genre and purpose · 66

4.2. Sender and receiver · 67

4.3. Move structure and text types · 67

4.4. Appeal forms, speech acts and text functions · 69

4.5. Rhetorical strategies at the ideational level · 70

4.6. Rhetorical strategies at the interpersonal level · 72

4.7. Rhetorical strategies at the textual level · 75

4.8. Figures and tropes · 80

4.9. Summary · 82

CHAPTER 5

The LEGO brand · 83

5.1. Genre and purpose · 84

5.2. Sender and receiver · 85

5.3. (Move) structure and text types · 86

5.4. Appeal forms, speech acts and text functions · 87

5.5. Rhetorical strategies at the ideational level · 90

5.6. Rhetorical strategies at the interpersonal level · 92

5.7. Rhetorical strategies at the textual level · 97

5.8. Figures and tropes · 99

5.9. Summary · 103