Schmidt Rosemarie, Kess Joseph F. Television Advertising and Televangelism: Discourse Analysis of Persuasive Language

John Benjamins, 1986. — vi, 88 pages. — (Pragmatics & Beyond). — ISBN: 90-272-2555-9 / ISBN: 1-55619-006-9.The research reported in this volume attempts to refine our understanding of persuasive messages of television advertising by studying the role of language in persuasion in two ways. First, it comprises an attempt to refine our understanding of how language might function in persuasion by examining relevant work from a variety of related disciplines, potentially germane either in terms of their theoretical approaches to the process or in terms of the actual linguistic techniques which they have suggested as enhancing the persuasive impact of a message. Second, a comparative study was undertaken in order to test the generalizability of the linguistic features found to characterize persuasive language in television advertising.General overview
Introductory comments on the nature of linguistic persuasion
Statement of purpose
The Language of Persuasion
The theoretical approaches to persuasion
The role of language in the persuasion process
The language of television advertisingThe Language of Televangelism
Background to the description
Data
Methodology
Procedure
Results and Discussion
Linguistic novelty
Manipulative persuasion and repetition of names
Names as mini-advertisements
Mitigation of claims
Saying things indirectly
Adjectivalization processes
Imperative structures
Linguistic categories not found