Providing Keys to the Rhetoric of Professional Communities
Edited By María Ángeles Orts Llopis, Ruth Breeze and Maurizio Gotti
This volume focuses on the study of linguistic manipulation, persuasion and power in the written texts of professional communication, to go further into the understanding of how they are constructed, interpreted, used and exploited in the achievement of specific goals. Such texts are here contemplated from the stance of genre theory, which starts from the premise that specialised communities have a high level of rhetorical sophistication, the keys to which are offered solely to their members. In particular, the book investigates the communicative devices that serve the need of such professions to exert power and manipulation, and to use persuasion. The perspective adopted in this work does not envisage power simply as a distant, alienated and alienating supremacy from above, but as an everyday, socialized and embodied phenomenon. To attain its goal, the volume brings forth studies on the language of several professions belonging to various specialised fields such as law and arbitration, engineering, economics, advertising, business, politics, medicine, social work, education and the media.
Persuasion in Promotional Banking Products: A Comparative Corpus-based Study (Daniel Gallego-Hernández)
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Persuasion in Promotional Banking Products: A Comparative Corpus-based Study
A company may be considered an open system through which information flows, analysing different inputs and transforming them into outputs according to the objectives pursued. The steering system, thus, needs economic information as a basis for taking management decisions based on business goals, and has several features and origins: business information coming from the market, commercial communication keeping potential customers informed about the products, business correspondence helping commercial transactions to succeed, etc. Within these information flows, the company produces diverse kinds of documents related to commercial transactions (payment documents, transport documents, invoices, insurance documents, contracts, etc.) or marketing process stages (study of demand and customer characteristics, cost calculation and fixing prices, distribution of goods and services, customer information, etc.).
The present chapter deals with texts related to the marketing process, and particularly with promotional banking products as genres. From the point of view of their communicative situation, and according to the functional approach of Hatim/Mason (1990), the field of such texts is banking, and the subfield covers various products (deposits, accounts, cards, loans, insurance products, etc.). As for the mode, which involves the channel and the nature of the participation, the way in which these products are promoted is also varied: written (websites, emails or printed brochures) or audio-visual modes (TV ads or promotional videos). With regard to their tenor (the interpersonal component covering...
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