التوظيف الحجاجي لنجوم كرة القدم في الخطاب الإشهاري

Abstract EN

The article is based on examining the emotional pilgrim strategy in the advertising discourse that employs sports stars in order to influence and persuade, in order to answer a main problem centered on the effectiveness of emotional pilgrims in persuasion, revealing the type of arguments employed in their quantitative and qualitative dimensions, the path of their pilgrims in each discourse, and the role of the actor in the success of this path, and the mechanisms of its arguments.

it was found after research and study that the advertising discourses that sports stars take as heroes of their shows are based on an emotional pilgrim system whose function is to influence and persuade, and the success of the pilgrims in them depends on the addressee knowing who he is addressing, and discovering his feelings and what motivates and influences them.