Persuasive techniques in advertising
The article explores persuasive techniques employed in commercial advertising and linguistic devices used to realise them. This study views persuasive techniques as features of rhetoric used for expressing logos, ethos and pathos. Depending on the principle of argumentation employed, the techniques...
| Main Authors: | , |
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| Format: | Article |
| Language: | English |
| Published: |
Peoples’ Friendship University of Russia (RUDN University)
2019-06-01
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| Series: | Training, Language and Culture |
| Subjects: | |
| Online Access: | https://rudn.tlcjournal.org/archive/3(2)/3(2)-04.pdf |
| _version_ | 1818159505509187584 |
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| author | Irina D. Romanova Irina V. Smirnova |
| author_facet | Irina D. Romanova Irina V. Smirnova |
| author_sort | Irina D. Romanova |
| collection | DOAJ |
| description | The article explores persuasive techniques employed in commercial advertising and linguistic devices used to realise them. This study views persuasive techniques as features of rhetoric used for expressing logos, ethos and pathos. Depending on the principle of argumentation employed, the techniques are classified into three groups: those pertaining to logical reasoning (logos), those presenting a positive image of the company (ethos), and those involving the emotional component (pathos). The authors provide a detailed description of the persuasive techniques identified in the course of the research and single out the corresponding linguistic devices. The corpus of materials for the analysis comprises authentic commercials and original scripts of sample advertisements recommended for advertising agencies. Statistical frequency of persuasive techniques is elaborated to identify and describe the universal persuasive technologies used in advertising. Awareness of persuasive techniques improves the quality of advertising that affects the recipient’s preferences and attitudes in a subtle way without limiting their freedom. The results of the study will prove useful for those involved in the advertising industry as well as for everyone interested in the issue. |
| first_indexed | 2024-12-11T15:47:03Z |
| format | Article |
| id | doaj.art-904ccca726354f27a0124a1e937a95cd |
| institution | Directory Open Access Journal |
| issn | 2520-2073 2521-442X |
| language | English |
| last_indexed | 2024-12-11T15:47:03Z |
| publishDate | 2019-06-01 |
| publisher | Peoples’ Friendship University of Russia (RUDN University) |
| record_format | Article |
| series | Training, Language and Culture |
| spelling | doaj.art-904ccca726354f27a0124a1e937a95cd2022-12-22T00:59:40ZengPeoples’ Friendship University of Russia (RUDN University)Training, Language and Culture2520-20732521-442X2019-06-0132557010.29366/2019tlc.3.2.4Persuasive techniques in advertisingIrina D. Romanova0Irina V. Smirnova1Moscow Aviation InstitutePeoples’ Friendship University of Russia (RUDN University)The article explores persuasive techniques employed in commercial advertising and linguistic devices used to realise them. This study views persuasive techniques as features of rhetoric used for expressing logos, ethos and pathos. Depending on the principle of argumentation employed, the techniques are classified into three groups: those pertaining to logical reasoning (logos), those presenting a positive image of the company (ethos), and those involving the emotional component (pathos). The authors provide a detailed description of the persuasive techniques identified in the course of the research and single out the corresponding linguistic devices. The corpus of materials for the analysis comprises authentic commercials and original scripts of sample advertisements recommended for advertising agencies. Statistical frequency of persuasive techniques is elaborated to identify and describe the universal persuasive technologies used in advertising. Awareness of persuasive techniques improves the quality of advertising that affects the recipient’s preferences and attitudes in a subtle way without limiting their freedom. The results of the study will prove useful for those involved in the advertising industry as well as for everyone interested in the issue.https://rudn.tlcjournal.org/archive/3(2)/3(2)-04.pdfpersuasionadvertisingargumentationethoslogospathospersuasive technique |
| spellingShingle | Irina D. Romanova Irina V. Smirnova Persuasive techniques in advertising Training, Language and Culture persuasion advertising argumentation ethos logos pathos persuasive technique |
| title | Persuasive techniques in advertising |
| title_full | Persuasive techniques in advertising |
| title_fullStr | Persuasive techniques in advertising |
| title_full_unstemmed | Persuasive techniques in advertising |
| title_short | Persuasive techniques in advertising |
| title_sort | persuasive techniques in advertising |
| topic | persuasion advertising argumentation ethos logos pathos persuasive technique |
| url | https://rudn.tlcjournal.org/archive/3(2)/3(2)-04.pdf |
| work_keys_str_mv | AT irinadromanova persuasivetechniquesinadvertising AT irinavsmirnova persuasivetechniquesinadvertising |