بلاغة الكلمة في الخطاب الإشهاري : دراسة في نماذج تطبيقية

Abstract EN

If the publicity discourse is a persuasive speech with distinction, then its real energies lie in its superior capabilities to argue and dominate people's minds, to accept the goods and services they really need or delusion.

From the aforementioned, we say that the advertising process is a conscious and purposeful process to influence the behavior of others by using linguistic and non-linguistic influences to persuade them to acquire a product or service and promote it in a societal or international context to achieve benefit for the product and the consumer alike, but may all go beyond trying to influence consumers And changing their behaviors and attitudes toward some products and issues.

The main problem of this research is to describe the capabilities of advertising discourse in influencing the behavior of others from pure linguistic premises from a deliberative rhetorical perspective.

Key words: advertising, rhetoric, rhetoric, pilgrims, persuasion, deliberative.