ON EFFECTIVENESS OF COMMUNICATION: ARGUMENTS IN TEXTS OF PRINTED ADVERTISEMENTS

Abstract: 

The article raises the problem of an effective message (a body copy) viewed in the light of perlocutive linguistics. As a condition for successful communication different ways of setting arguments in advertisements of verbal and visual types are considered. The most common arguments found in catalogues for the male and female audience and the degree of their effectiveness are analysed.

Key words: 

addressee of the message, arguments, rational and emotional arguments, gender, message effectiveness.

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