TERMS OF PERSUASION IN THE ADVERTISING LEAFLET
TERMS OF PERSUASION IN THE ADVERTISING LEAFLET

Summary/Abstract: Our research aims to indicate the presence of specific terms in the banking advertising discourse and to validate the idea that some of these terms can be considered marks of persuasion. We started from the term and persuasion concepts presented from the perspective of specialists. We stopped at the bank advertising speech in the leaflets at the BCR bank, which follows the pattern of persuasive texts. The research began with a brief inventory of the twelve words considered by authors Kevin Hogan and James Speakman to be persuasive and the twelve marketing terms considered by the same authors to be persuasive. The next step consisted of a brief analysis of the marks (words and terms) found in the texts from the leaflets, and their validation as marks of persuasion.

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