NARRATION AS AN ARGUMENTATIVE STRATEGY IN THE CURRENT ADVERTISING DISCOURSE IN ROMANIAN AND ENGLISH
NARRATION AS AN ARGUMENTATIVE STRATEGY IN THE CURRENT ADVERTISING DISCOURSE IN ROMANIAN AND ENGLISH

Summary/Abstract: The present article aims to make an incursion into the field of advertising discourse, with the objective of studying the argumentative structures found in this type of discourse. Special attention will be paid to the advertising narrative, which is found in very varied forms and is mainly used to relate a person's experience with a certain product or service or to indicate step-by-step how to assemble or use an object. As an argumentative strategy, narrative adds verisimilitude to examples and makes them easier to remember and relate to. The narrative of the argumentative speech involves the narration of a series of events, in a given time, caused by a problematic situation. At least one character takes part in these events, who is often also the narrator and who will eventually find the solution to the problems they are facing (exactly the product or service promoted in the advertising campaign) and will issue a conclusion of type "If you use X product or service, then you will get rid of Y problem".

• Details
• Contents