Verbal means of expressing persuasiveness in English eco-advertising

Abstract

The master's thesis is devoted to the study of verbal means of persuasion in English eco-advertising. The modern advertising discourse and its characteristics, persuasiveness as a function of advertising discourse, as well as argumentation are considered. The concept of eco-advertising as a subtype of social advertising and the multimodal nature of advertising discourse are studied. It was found that the verbal peculiarities of persuasiveness in English eco-advertising are implemented using lexical-stylistic means to create vivid images, associations and draw upon background knowledge, syntactic-stylistic means to organize components at the sentence level, and phonetic-stylistic means for easy memorization. It was determined that paralinguistic means serve as arguments and enhance verbal means to increase the persuasive effect.