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In:Engagement in Professional Genres:
Edited by Carmen Sancho Guinda
[Pragmatics & Beyond New Series 301] 2019
► pp. 217–242

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Chapter 12
Verbal and nonverbal engagement devices in business persuasive discourse

The elevator pitch

 | University of Alcalá, Spain
Published online: 24 April 2019
DOI logo with link
https://doi.org/10.1075/pbns.301.12die
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.
Article outline
  • 1.Introduction
  • 2.Persuasion and engagement in discourse
    • 2.1Persuasion and other related concepts
    • 2.2Engagement
  • 3.General methodological framework for the study of business persuasive discourse
  • 4.Empirical study: Research questions, data collection and method of analysis
  • 5.Findings
    • 5.1Results for engagement in verbal communication
    • 5.2Results for engagement in nonverbal communication
  • 6.Conclusions
  • Acknowledgements
  • Notes
  • References
  • Appendix
References (38)
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