MANIPULATING RECIPIENT MEANS IN ENGLISH ADVERTISING DISCOURSE (COGNITIVE RESPONSE THEORIES)

MANIPULATING RECIPIENT MEANS IN ENGLISH ADVERTISING DISCOURSE (COGNITIVE RESPONSE THEORIES)

Author:  O. A. Davydenkova

Abstract: 
The analysis of advertising discourse from the viewpoint of the effects produced on the recipient is considered in the article. Two groups of impacts can be distinguished. Systematic approach gives logical evidence in favor of the goods. Evaluation serves multiple purposes in relation to various stages and functions of the multimedia development process. Such differentiation appears in the choice of persuasive language means in advertising.

Keywords:  advertising discourse, influence and persuasion in advertising, cognitive response theory, dissonance theory, heuristic theory, affective theory