Abstract
This paper employs mixed methods, namely, corpus linguistic and rhetorical analysis methods, to examine Confucius's theory on language, persuasion, and virtue as reflected in the Analects. The triangulation of methods allows in-depth analysis of Confucius's use of key concepts surrounding the language—virtue relationship and the way these concepts operate in different levels of persuasion. The study shows Confucius's theory as a virtue-centered rhetoric. For him, virtuous conduct, rather than artful words, should be employed as the primary persuasive tool.
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