THE TERMINOLOGY OF COSMETICS – PRAGMATIC AND DISCURSIVE ASPECTS
THE TERMINOLOGY OF COSMETICS – PRAGMATIC AND DISCURSIVE ASPECTS

Summary/Abstract: ”The texts featuring ads for cosmetic products represent a rich material for the study of the language mechanisms and complex meaninggenerating strategies during the discursive interaction. The general basis for the writing of good ads is the permanent dialogue with the reader, marked by the use of the second person singular or plural, verbs in the imperative, interrogative sentences, interjections etc. The advertising language of cosmetics constitutes an instrument of publicitary communication aimed at imposing products and services or amending current views and opinions. As a form of propaganda, it presents particular construction rules, subordinate to the intention to inform, persuade and manipulate the receiver as the virtual buyer / consumer.”

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