"Ageing youthfully" or the rhetoric of medical English in advertising
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Keywords

medical English
cosmetics
web advertising
rhetoric
persuasion
inglés médico
cosmética
publicidad web
retórica
persuasión

How to Cite

Díez Arroyo, M. (2014). "Ageing youthfully" or the rhetoric of medical English in advertising. Ibérica, (28), 83–106. Retrieved from https://www.revistaiberica.org/index.php/iberica/article/view/240

Abstract

This study examines how cosmetics brands adopt characteristics of medical English in their web sites as a rhetorical strategy to persuade consumers. From the joint perspective of rhetoric, understood as persuasive stylistic choices, and a relevance-theoretic approach to pragmatics, the present paper explains how social assumptions about "ageing youthfully" are successfully strengthened in this type of advertising thanks to the alliance with medicine. This work explores various rhetorical devices, specified through both lexical and syntactic features. The analysis suggested here urges to reconsider research conclusions drawn on the use of science in advertising along truth-seeking premises, as well as previous classifications of this type of goods based on purely informative grounds
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Copyright (c) 2014 Marisa Díez Arroyo

Creative Commons License

This work is licensed under a Creative Commons Attribution-NonCommercial 4.0 International License.

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