Argumentation and persuasive techniques in advertising

Michał Gajlewicz

English version of the article

Persuasive techniques and argumentation are used to convince people. Arguments have linguistic and logical characteristics, while in persuasive techniques more diversified means are used. There arises the question about the relationship between them. Both persuasion techniques and arguments are used in advertising. The article presents the results of a quantitative content analysis of the advertisements from three newspapers: “Gazeta Wyborcza”, “Rzeczpospolita” and “Dziennik Gazeta Prawna” from the selected two months of 2007 and 2011. The analysis was applied to determine which techniques and arguments are used in commercial advertising and whether they are used together or separately.

KEYWORDS

persuasive technique, argumentation, advertising, effectiveness, content analysis