A Few Insights into Political vs. Commercial Advertorials in Romania
A Few Insights into Political vs. Commercial Advertorials in Romania

Summary/Abstract: The present study looks into the hybrid genre of the advertorial, a recently emerging type of text situated at the border between journalism and advertising. The genre is highly flexible in terms of language, style and persuasive strategies, providing various tools for content creators to craft their message, seduce their readership and make them act according to their wishes. The corpus selected includes two commercials and one political advertorial, and our research focuses on the language they use (from technical and specific to refined and elegant), on the way the discourse is structured and organised and, last but not least, on the persuasive strategies therein, on the criteria invoked to bestow legitimacy upon the brand, bond with the audience and build up an emotional connection with them. In this relatively new, hugely versatile type of text, nothing is off-limits; hence, our analysis attempts to shed light on the multifaceted ways in which content creators craft their message so as to attain their marketing objectives.

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