THE ARGUMENTATIVE FORCE OF POLEMICAL NEGATION IN ADVERTISING DISCOURSE
THE ARGUMENTATIVE FORCE OF POLEMICAL NEGATION IN ADVERTISING DISCOURSE

Summary/Abstract: The present paper aims to provide an overview of the phenomenon of negation in the realm of advertising discourse. Negation is analyzed as a complex process that operates on multiple levels, including the syntactic, semantic, and pragmatic ones. At the syntactic level, negation is expressed through specific words with negative meaning, while at the semantic level, it represents a refutation of a previous assertion. On a pragmatic level, polemical negation serves as a powerful argumentative strategy in advertising discourse, reinforcing positive statements by refuting previous assertions. Polemical negation does not invalidate the argumentative orientation of the positive proposition but reinforces it, being essential in creating persuasive messages that capture the attention of the audience in the context of contemporary advertising.

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