LAS 'PETICIONES' Y LOS 'HALAGOS' COMO ESTRATEGIAS DE PERSUASIÓN EMOCIONAL.

In this article, we are going to prove how both institutional and commercial advertising resort to emotional strategies of persuasion rather than rational. Therefore, we will analize two speech acts which 'requests' and 'compliments'. On the one hand, we will interpret the directive speech acts which appear in some institutional advertisements such as 'request'. We will test if those strategies, which are traditionally considered as belonging in the range of negative politeness, feature as impositive or not in this speech. Furthermore, we will try to show the effectiveness of speeIling to emotions accompanying the requests. On the other hand, We will review the 'compliments', strategies of positive politeness, even more often in a field such as publicity that goes on towards new conceptualizations of emotional persuasion. However, at the same time, they respond to the convenience to be used in a transactional discourse such as in the advertising media. [ABSTRACT FROM AUTHOR]