Perswazja a implikacja
Persuasion and implication

Author(s): Aleksander Kiklewicz
Subject(s): Social Sciences, Communication studies
Published by: Wydawnictwo Uniwersytetu Łódzkiego
Keywords: pragmatics; communication; marketing communication; persuasion; stimulating speech acts; implication; anchoring effect
Summary/Abstract: The author considers the pragmatic aspects of persuasive discourses (in various spheres of communication, especially in marketing), treating persuasion as stimulating verbal behavior. The concept proposed in the article consists in treating persuasion as a verbal or non-verbal influence on the beliefs and attitudes of the addressees, realized only with the use of indirect means. Therefore, argumentation based on implication mechanisms plays a decisive role in this process. The author distinguishes between two types of such mechanisms when the starting point of implication is semantic or pragmatic information. Both phenomena are described in separate chapters, the author takes into account the empirical material – examples from the field of marketing communication.

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