THE LINGUISTIC TOOLS OF COMMERCIAL AND POLITICAL PROPAGANDA
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This paper states that propaganda, whether it is commercial or political, capitalizes on the hidden contents of texts. Advertisers hide their claims discrediting their competitors or praising their own services in presuppositions that are represented as shared background knowledge. The receivers are normally aware of the attempts at influencing them. Political propaganda produces an effect by the help of hidden contents found in news items, too. The receivers are unaware of the attempts of influencing them or of the fact that they come to know the speaker's model of reality rather than the actual facts. The paper analyses specimens of conversational implicatures produced by bridging, found in news items taken from political daily papers, that can be classified pragmatically as cases of deceit.
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