ABSTRACT

Marketers want to communicate with consumers for a variety of reasons, ranging from increasing brand awareness to persuading people to purchase products or services. In doing so, marketers have multiple means of communicating and persuading. For example, they may use emotional appeals, rational appeals, visual appeals, and so forth, which differ in terms of what is said. However, along with what is said (the content of the appeals), how it is said also makes a difference. That is, marketers may use linguistic devices to make their claims more persuasive.