Perswazyjny potencjał mikrotekstów, czyli o tym, jak przykuć uwagę i osiągnąć cel na stronie internetowej e-sklepu
Persuasive power of microtexts. How to grip an attention and reach the goal on the e-commerce website

Summary/Abstract: The article focuses on persuasive power of linguistic and visual elements published on e-commerce website. The classifications, functions and mechanisms of microtexts have been reviewed as well as influence techniques that have been used. The meaning of ethos and trust have been considered in respect of hidden web developing mechanisms, for example a list of recommended products. The article is concluded by a brief reflection about differences and similarities among e-commerce website and shop.

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