Open AccessFigury retoryczne w dyskursie perswazyjnym – konfrontacja na podstawie analizy reklam polskich, włoskich i francuskich
Author(s) -
Anna Dolata-Zaród,
Agnieszka Pastucha-Blin
Publication year - 2021
Publication title -
acta neophilologica
Language(s) - English
Resource type - Journals
eISSN - 2450-0852
pISSN - 1509-1619
DOI - 10.31648/an.6651
Subject(s) - persuasion , advertising , rhetorical question , order (exchange) , beauty , scope (computer science) , business , linguistics , sociology , political science , art , literature , computer science , philosophy , law , finance , programming language
The aim of the present article is to offer a comparative analysis of advertising discourse with regard to the presence and classification of rhetorical figures as an efficient strategy of persuasion. Short commercial texts extracted directly from trade offers of producers, sales companies and online shops, as well as advertisements published on websites and in on-line versions of magazines have been analyzed. Due to limited textual capabilities, we have decided to restrict the scope of the analysis to texts which promote cosmetic products, as well as those that advertise various beauty treatments as a means of improving the appearance and well-being of contemporary women. In order to fully demonstrate the comparative aspect of the study, we have analyzed advertisements of the same products (of commonly known brands) in three linguistic versions, Polish, Italian and French, thus indicating the differences and similarities stemming from the employment of rhetorical figures.