MANIPULATIVE STRATEGIES AND LINGUISTIC MEANS OF PERSUASION IN ADVERTISING DISCOURSE
Abstract
The article examines manipulative strategies and linguistic means of persuasion in contemporary advertising discourse. The study aims to systematize pragmalinguistic mechanisms of covert influence on the addressee and to identify their typical verbal realizations. The methodological framework combines discourse analysis, pragmatic interpretation, and content analysis of advertising messages. The findings show that evaluative vocabulary, presuppositions, implicatures, and framing play the greatest role in structuring persuasive impact. A typology of strategies is proposed and correlated with recurring linguistic realizations across different advertising formats.
Keywords
manipulation, advertising discourse, persuasion strategies, speech influence, presupposition, implicature, evaluative vocabulary, framing.
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