Discourse and Persuasion in Advertising
Discourse and Text
The discourse is concretized in the text, but it differs in that it exceeds its limits. The text is the set of rules organized and structured according to the rules of the language. The speech is the idea of the announcer of the issued and the text, released toward the reader, allowing him to relate it to a particular moment or event and providing a sense.
Types of Discourse
Dominant discourse: The dominant discourse verbalizes speech, the principles, desires, and the dictates of the oligarchy that holds power in a given context. Any speech by a president, monarch, dictator, or government minister would be an example of dominant discourse (not necessarily authoritarian, violent, or even negative).
Authorized speech: The one given by someone with the authority to be the spokesperson of a particular social group or institution. Speaking of a doctor, a dean, or director of a company constitute good examples of speech allowed.
Authoritative speech: That the speaker imposes his will on the listener, usually without giving him the opportunity to answer or question. Represents the will to power, influence behavior, to obtain advantages.
Polemical discourse: One in which two or more people or express opinions contrary factions, ranging from a banal discussion until reaching discussions of philosophical and existential.
Playful discourse: That done for pure pleasure, usually without the pressure of persuasion, aiming only at interpersonal communication and dialogue. As an example of playful speech, we can quote many poems and songs.
Persuasion
The term persuasion is used daily (especially when it comes to advertising discourse) alluding to a kind of discursive behavior whose goal is “to impose ideas.” Scholars suggest taking speech persuasion as a procedure resulting from exercises of language, with the aim of forming attitudes, behaviors, and ideas.
Textual Typology, According to the Degree of Persuasion
Speech play: Presents a minimal degree of persuasion. The receiver takes possession of the reality-referral, submitting to random factors or transmission to the needs of language itself. The discourse tends to change, polysemy (multiplicity of meaning). The artistic discourse (literature, movies, music, etc.) is given as an example of that category.
Polemical discourse: Presents an average degree of persuasion. The meaning is constructed by the reversibility dialogic interlocutors between the poles of language. In this case, the speech shows the tension between the paraphrase and polysemy, between identity and multiplicity. This tension tends to reorganization of language. The scene discursive controversy may still be in the confrontation of two authoritarian positions. Ex: defenses, classes, and all situations in which different positions are in conflict.
Authoritative Discourse: Presents a maximum degree of persuasion. The transmitter requires their transmission needs of the reality of language-related – it reduces (and in some cases neutralizes) the area of operation of the receiver. The discourse tends to “paraphrase”, i.e., the repetition of meaning and order underlying its transmission. Ex: sermons, prayers, and advertising discourse.
Speech Advertiser
Advertising is a paid message conveyed in the media (media) to sell a product or service in the form of a trademark for an audience (consumer) using linguistic and stylistic ordering, persuasion, and seduction through rational and emotional appeals. Organized differently from other messages, advertising imposed in rows and rows, values, myths, ideas, and other symbolic elaborations, using the resources of language which serves as a vehicle, whether phonetic, lexical-semantic, or morphosyntactic. The structure of persuasive advertising copy is based on principles, they are: the appeal to emotion, the offer of proof, and the appeal to the credibility of the communicator.
The appeal to emotion is a plea for values, what consumers value and are looking for in products. The offer of proof is a statement of reasons or evidence that the product will make the benefits it promises; it is a statement of product characteristics. The appeal to the credibility of the communicator is a call for honesty and integrity of the advertiser. Why should anyone believe what the advertiser said in the first two steps in the process of persuasion? This includes references to the longevity of the advertiser and the use of testimonials and endorsements from experts. The advertisement is constructed through the integration of verbal and nonverbal, using words and images with linguistic consciousness, which, combined, produce sense because, fundamentally, are developed through a common sense born of values and social representations cultural, aesthetic, and political. Advertising legitimizes the current model of the life of the dominant society that is having the consumer as the language of social inclusion.
Commodity Fetishism
The word fetish comes from “witchcraft”, something that has a supernatural power over someone. In Freudian psychoanalysis, a fetish can be understood as the replacement of an object of desire. Fetish of the commodity means that the goods acquired a different meaning than that for which she originally paid (its use value). Commodity fetishism is the way in which Karl Marx called the social and psychological phenomenon where the goods appear to have an independent will of its producers. According to Marx, the fetishism is a social relation among people mediated by things. The result is the appearance of a direct relationship between things and not between people. People act like things and things, as people. The fetish is the wish of a person consuming a particular good or service, led by their yearnings and aspirations.
Intentionality of Speech
As I said, one of the important issues in the production of text is to know who our interlocutor and thus discursive strategies which we use to produce this text and achieve the goals. In the case of literary discourse or any narrative art, this factor is not so important since, in this case, the main form is aesthetic creation, not the content itself. But when it comes to advertising language, it is crucial to identify the goal, the interlocutor, and thus how to produce the text.
Intentionality and Handling
Any text, whatever their nature, always has an intention behind its construction. There is no speech naive, without intent. Therefore, all text is intentional, always aims at some goal. Every speech you want to seduce, convince, mobilize and transform. If all text is intentional, then all text presupposes manipulation. Who produces a text must first of all make believe or make the listener believe what the text suggests. However, we must establish a relationship of trust with the public so that it accepts as true what is being communicated.
Types of Manipulation
Temptation: I try my interlocutor with a positive promise if he does what I want. EX: If you use this perfume, all men will want you. If you go to college, get a car.
Intimidation: I threaten my interlocutor with a negative pledge if he does not do what I want. This is a more explicit form of manipulation, wide open. EX: If you do not have this car, no one cares for you. If you do not pass the entrance exam, do not go on vacation.
Seduction: One of the most subtle and sophisticated forms of manipulation since it is not clear and hides behind a co-optation. EX: You know things, is smart, cool, refreshed, so it reads the Washington Post, I’m sure you will pass the entrance exam, is smart and applied.
Provocation: Works with self-esteem of the public, provoking. EX: I doubt that you can be as good as him in that race; you think you can conquer this woman with this outfit?
Modes of Discourse
Novelty: The most open and democratic discourse, it carries a lower degree of persuasion. In general, there is here the use of the imperative, the truth over. There is a more open dialogue between producer and listener, in which several interpretations are possible. EX: Artistic Productions – poems, songs, etc. …
Controversial: Here the degree of inducement increases. There is a debate between producer and receiver. The ideas are presented to provoke thought, criticism, discussion. Usually presents arguments that can be challenged. EX: Lessons scientific, journalistic text.
Authoritarian: The discursive form more persuasive. Aims to manipulate, seduce, convince. The other becomes a mere receiver, without interfering or changing anything. Does not allow reflections or considerations. The authoritative discourse is the most effective advertising. The advertising discourse is the narrative of seduction and manipulation par excellence, i.e., does not work if these objectives.