Language of academic rhetorical promotion

Abstract

This chapter discusses the increasing trend to use promotional strategies in the research article, including the growing use of hyperbolic language which contributes to exaggerate results with the purpose of convincing readers of the relevance of one's research. A review of the findings obtained in previous studies reveals that the frequency of occurrence of these promotional features varies across (sub)disciplines, languages and journals. This rising use of persuasive rhetorical strategies, especially in the experimental and health sciences, is mainly explained as a response to career pressures on academics and the high level of competitiveness to publish in highly-ranked English-medium journals.