Persvazivní prostředky e-mail marketingu
Persuasive means of e-mail marketing

Summary/Abstract: In the article we deal with several examples of e-mail marketing as one of the forms of direct marketing, which is being paid less attention by linguists at the moment. In this form of advertising we found some typical advertising strategies, but also language forms used more in spoken informal language. The language analysis is based on series of 53 emails received after the author´s reaction on Facebook profile called Jak vyléčit ekzém – Hanka Dvořák Farkačová. Typical manifestations of e-mail marketing noticed in our material are e.g. addressing the recipient by the first name, emotional expressions, personal story and sharing experience, empathy, contrast etc. Further we noticed many adjectives and adverbs, which provoke fear and other negative emotions. The mails also included high level of appeal (directive function) realized mainly by imperatives, intensifiers, hyperbole, idioms, rhetoric questions and many other language means. We paid attention also to graphic means, especially use of emoticons and emoji.

• Details
• Contents