Skuteczne przekonywanie w przekazach reklamowych : językowe środki perswazji stosowane w kampaniach społecznych

Abstract

The article describes the vocabulary of persuasive force applied in social campaigns. Persuasion is the art of efficient convincing and publicity is supposed to persuade the recipients to take advantage of the offer that is presented to them, to change the way they used to act and to participate in a given charity action. Similarly as in the case of commercial advertising, the social broadcasts emploi various words which possess a persuasive force and which influence the feelings and emotions of the recipients of the message more strongly. Such researchers as J. Caples, F.E. Hahn, J. Bralczyk and A. Awdiejew studied the persuasive vocabulary of commercial advertisements. The article indicates which words of persuasive force may be discerned most frequently in social advertisements.