Linguistic Means of Conveying Persuasion in the Advertising Discourse of the Danube Region
Keywords:
persuasion; addressee; advertising discourse; subconsciousAbstract
Persuasion should be understood as verbal and nonverbal influence on the human psyche, which is perceived without critical evaluation, but changes its psychoemotional and physiological state. Persuasive influence is carried out during the interaction of the persuader (subject of persuasion) and the sugerend (object of persuasion), and the success of such interaction depends on both their personal qualities and situational factors. The analysis of the phenomenon of persuasion allowed us to present the definition of persuasive discourse as a purposeful communicative action in order to influence the subconscious of the addressee to change one’s psychoemotional and physiological state, which is a set of process and result and includes both extra-linguistic and linguistic components. Persuasion is an integral part of both everyday communication and professional discourse. It is widely used in such a communicative sphere as advertising discourse. Mass media are a powerful source of influence on the subconscious of a large audience, and persuasive technologies are usually used here for advertising purposes. In order to influence the addressee, specialists in the field of advertising use not only individual linguistic techniques to enhance persuasive influence (emotionally-coloured lexical units, tropes, repetitions, enumerations, parcelling, rhyme, paronymic attraction), but also ready-made persuasive texts in which the object of advertising is encoded.
References
Bancroft, W. (2009) Suggestopedia and Language Acquisition: Variations on a Theme. Taylor and Francis.
Chomsky, N. (2000) New Horizons in the Study of Language and Mind. Cambridge University Press.
Covino,W.A. (2007) The Elements of Persuasion. Longman.
Moss, D., Keen, E. (2001) The Nature of Consciousness. The Existential-Phenomenological Approach. New York, London: Plenum-Press.
Mumbi, D., Clair, R. (2011) Organizational Discourse // Discourse Studies: A Multidisciplinary Introduction.Vol.2. Sage Publications Ltd.
O’Connor, J., Seymour, J. (2015) Introducing Neuro-Linguistic Programming. Psychological Skills for Understanding and Influencing People. London: Thorsons.
Rieke, R.D., Sillars, M.O., Peterson, T.R. (2004) Argumentation and Critical Decision Making (6th Edition). Allyn & Bacon.
Moss, D., Keen, E. (2001) The Nature of Consciousness. The Existential-Phenomenological Approach. New York, London: Plenum-Press.
Mumbi, D., Clair, R. (2011) Organizational Discourse // Discourse Studies: A Multidisciplinary Introduction.Vol.2. Sage Publications Ltd.
O’Connor, J., Seymour, J. (2015) Introducing Neuro-Linguistic Programming. Psychological Skills for Understanding and Influencing People. London: Thorsons.
Rieke, R.D., Sillars, M.O., Peterson, T.R. (2004) Argumentation and Critical Decision Making (6th Edition). Allyn & Bacon.
Downloads
Published
How to Cite
Issue
Section
License
Copyright (c) 2024 Tetiana Soroka
This work is licensed under a Creative Commons Attribution-NonCommercial 4.0 International License.
The author fully assumes the content originality and the holograph signature makes him responsible in case of trial.