On the cognitive aspects of social persuasion

Cognitive linguistics emphasises two important aspects of meaning. Firstly, the meaning of linguistic units is embedded in various cognitive processes. Secondly, meaning is not only a function of what is linguistically conveyed but also of how it is conveyed. In other words, both the form and the content contribute substantially to the overall meaning. In persuasive discourse the persuasive potential of language is also a function of what cognitive models are employed and how they are signalled. The relevant models that underline social decision-making mechanism have been postulated by Fiske and Haslam (2005). The article points at distinguishing simple language mechanisms that activate relevant relational models in the process of social persuasion.