Prefixing as advertising persuasion strategy: from the neology to argumentation
Abstract
The article is about the use of prefixation in advertising texts. From the analysis of characteristic prefixes in advertising (re-, anti-, dis-, pro- and the grade quantitatives), we see its role in the argumentative process of the ads, especially those dedicated to beauty products . First, as a visual lure to position itself as a focus of perceptual strategy that determines the composition of the textual scene ; then, as a cognitive mechanism from aspectual values of derivational morpheme; and finally, as the axis of the theme macro-proposition relationed to the most common topics of advertising persuasion that can act on the cultural map of the receiver, in his dual capacity, social and personal.
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