Strategie perswazji słownej w australijskich przekazach reklamowych skierowanych do backpackerów

• Authors: Jolanta Barbara Jabłonkowska , Elżbieta Danuta Nawrocka

Title variants

EN

Strategies of verbal persuasion in australian advertising messages aimed at backpackers

• Languages of publication: PL EN

Abstracts

EN

Background. Persuasion is the most important element of impingement in advertising. The art of persuasion uses tools that allow creation of messages in such a way that it helps to capture customers’ interest in the advertised product or service, but also has the power to persuade them to buy it. The whole range of deliberate tools are designed to aim at that goal. This article attempts to analyse advertising messages addressed to a specific target market – the backpacker. Material and methods. The analysis based on folders, brochures and flyers published in the years 2010–2014 and available at backpacking hostels, travel agencies, clubs or places associated with recreation. The qualitative research was employed. Results. Analysis of the language of persuasion used in this material allowed observation of the methods and the use of persuasive language resources and the categories of personal pronouns meant to support the development of a bond between the supplier and the consumer. Conclusions. The language of the advertising slogans and contents reflects the structure of natural speech, intentionally enhanced with linguistics means of persuasion. From the analyzed texts emerges a model profile – designed by the Australian tourism industry – of a backpacker as a consumer with clearly defined needs and expectations.

Keywords

PL

backpacking; reklama; perswazja; namawianie werbalne

EN

backpacking; advertising; persuasion; verbal persuasion

• Publisher: Akademia Wychowania Fizycznego we Wrocławiu
• Journal: Rozprawy Naukowe Akademii Wychowania Fizycznego we Wrocławiu
• Year: 2015
• Volume: 51
• Pages: 55-65

Dates

published

2016-01-25

Contributors

author

Jolanta Barbara Jabłonkowska

• Akademia Wychowania Fizycznego we Wrocławiu

author

Elżbieta Danuta Nawrocka

• Uniwersytet Ekonomiczny we Wrocławiu

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