THE PITFALLS OF THE PROMOTIONAL LANGUAGE
THE PITFALLS OF THE PROMOTIONAL LANGUAGE

Summary/Abstract: Whether expensive advertising or just low cost publicity, promotional strategies imprint their persuasive items on the public’s brain and conscience, by manipulating audio, visual and language ingredients. They struggle against human passivity acting on sounds and „noises”, on colors, sizes, angles and motion, on words, symbols and cultural references. Lately they have trespassed privacy, pushing any attempted outsider back into the fictional world they artfully manage to recreate: by „information”, „instruction” or „demonstration”, by „humor” or „drama”, by accessing the cognitive or the affective sides; in fact by setting pitfalls and by stirring all five senses. Thus, promotional strategies help companies develop, being powerful enough to induce purchase, because of the multiple variables available for juggling and the well structured and targeted message.

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