„Szok! Ma 72 lata, a wygląda na 35!” O internetowych reklamach suplementów diety
DOI:
https://doi.org/10.15584/slowo.2017.8.15Abstrakt
The article presents the results of the analysis of the structure and persuasion gimmicks of the online advertisements of food supplements. The examined advertisements use rational and emotional arguments in order to encourage their recipients to buy certain products. Both types of argumentation supplement each other, making the advertising message very reach in terms of persuasion techniques. Rational arguments refer most of all to the quality of food supplements, their effectiveness and fast effect. Whereas, emotional arguments are used to stir fear and joy. Information about the life and health threatening illnesses, parasites, are to frighten the recipient of the ad and urge them to buy a given product to get protected against the danger. Whereas, positive emotions help to build a vision of a better world that can become the consumer’s after they buy the advertised food supplement - the world without any ailments and threats. Photos making the effectiveness of the products credible are an important element of advertisements.Pobrania
Opublikowane
2017-12-15
Jak cytować
Słabczyński, R. (2017). „Szok! Ma 72 lata, a wygląda na 35!” O internetowych reklamach suplementów diety. Słowo. Studia językoznawcze, (8), 214–234. https://doi.org/10.15584/slowo.2017.8.15
Numer
Dział
ROZPRAWY I ARTYKUŁY
Licencja
Prawa autorskie (c) 2017 Słowo. Studia językoznawcze
Utwór dostępny jest na licencji Creative Commons Uznanie autorstwa – Użycie niekomercyjne 4.0 Międzynarodowe.