Abstract:
This study explores and describes the characteristics of language in a persuasive situation. To this end, two specific panoramas were delineated and compared, which are respectively the language of advertising and the political language. In particular, the linguistic techniques of persuasion in advertising and politics have been meticulously outlined, stating their characteristics, weaknesses and strengths. In this respect, a large number of peer-reviewed linguistics journals, psychology of language and psycholinguistics books, sociology articles, and treaties about language of the masses were analyzed, compared, and cited. The study also revealed that language affects consumer behavior because of the linguistic strategies advertisers use to persuade the audience. Furthermore, in the 21st century, research has demonstrated the omnipresence of penetrative propaganda, which is omnipresent in the world of politics. It has also been studied that propaganda has been not only used by politicians, but also abused. Every aspect of this study has been written with the intention of giving examples related to the present day. The theory is, in fact, accompanied by practical models. This has been rendered possible by describing the advertising policies of some brands and talking about the political campaigns of some prominent figures in the nowadays scenario. To conclude, a study on what persuasive language is has been included. This is been presented with worksheets and examples of didactic units. These contain an analysis of persuasive language through visual text, cartoons and photographs; persuasive writing activities; texts of case studies about persuasion.
