Advertising slogan: some argumentative strategies

Abstract

In the consuming society, publicity has its own place once it presents a complex language which aims to influence people in buying products and/or ideas, as well as providing behavior change. Thus to be more attentive and critical, the consumer has to know some persuasive elements which publicity uses to reach their public. In this work, we will analyze some discursive techniques common in the language of publicity – in fact, the verbal publicity slogan – making evident the persuasive strength (power) of the proposed statement.