Verbal and non-verbal indicators of the persuasive argumentation strategy in German commercial advertising.
Journal Title: Львівський філологічний часопис - Year 2018, Vol 3, Issue
Abstract
The article is devoted to the study of verbal and non-verbal indicators of the persuasive argumentation strategy in German commercial advertising. Achievement of the perlocutive effect in the commercial advertising is carried out through the series of strategies and tactics (attraction of attention, awakening of interest, etc.), among which a particular role belongs to the persuasive strategy of argumentation, which purpose is to bring facts about advertised products in order to increase their sale. Argumentation strategy is the most important one, because before buying an advertised product, the buyer wants to see strong arguments. The persuasive strategy of argumentation in contemporary commercial advertising, which is a polycodal structure, can be realized through a set of verbal and nonverbal semiotic resources that explicitly or implicitly appeal to the mind of the addressee. Argumentation in the article is differentiated on rational and emotional. The following tactics of realization of the strategy of argumentation are outlined: the tactic of positioning of the goods as the best ones, the tactic of calling to the results of experiments and statistical data, the tactic of appealing to authorities. The indicators of rational argumentation include verbal semiotic resources: lexical-grammatical (value-marked conceptual units, intensifying words, binary oppositions, numerals, etc.) and morpho-syntactic (adjectives / adverbs in the comparative / superlative degrees of comparison, lexical and syntactic repetitions, etc.). The indicators of emotional argumentation include non-verbal means, among which the highest persuasive potential show photographs of authoritative persons (actors, athletes, singers, models, etc.), specialists in their field (doctors, cosmetologists, cooks, etc.) and satisfied potential consumers.
Authors and Affiliations
Т. П. Семенюк
Keywords
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- EP ID EP499240
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