El uso del lenguaje científico específico como estrategia argumentativa en la publicidad de la cosmética femenina
The Use of Specific Scientific Language as an Argumentative Strategy in the Skin Care Advertising

Summary/Abstract: Advertising has made its widespread presence in our society and has infiltrated our day to day lives through the media. It is characterized by the use of argument that has a fundamental goal persuasion of the recipient and a consequent increase in consumption. Advertising is exerting a huge influence on people and in case of certain products such as cosmetics, household products especially aimed at women. One of the argumentative aspects of skin care products advertising aimed at women is the use of specific scientific language as a key element in drawing the attention of the consumers and adding value to the advertised products. This scientific terminology used frequently in the advertising of cosmetic products alludes to scientific research, evokes progress and modernity, guarantees the proven efficacy of these products and also arouses the confidence of the Receivers to the purchase of the published product and the publicity will be more productive and effective.

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