We now come to the moment of truth in our study of the sources of persuasive language. How will the audience (or indeed the persuader) judge the persuasion? Judgement will certainly be exercised at both ends of our familiar diagram (Sender > Message > Receiver). The persuader as Sender will judge stance, emotional engagement and choice of argument before beginning the persuasion, having assessed the audience. In spoken persuasion it will be possible to monitor the audience response and adapt techniques accordingly. In written persuasion, however, final judgements have to be made before the book is published, the essay handed in, or the advertisement printed.
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