E-commerce has exploded and with that also advertisements online. To get customers to stay as customers with your company, advertisements become more and more persuasive. To measure this persuasion metadiscourse has been used as a method for this investigation. The aim of this paper is to find out the ways companies use language and discourse to entice customers and keep them buying products. The material chosen for this investigation was advertisements extracted from web pages of make-up brands. Hyland´s categories of metadiscourse were used to extract the relevant features from the advertisements. The results were that all advertisements that had metalinguistic features were also persuasive. Persuasive language occurs as boosters, engagement markers and self-mentions. Also, the metalinguistic features that occur in this investigation are the three categories mentioned above. Further investigation into this topic would be to only view editorial parts of advertisements which most likely will broaden the results within all categories from Hyland´s view of metadiscourse.

Made available in DSpace on 2015-05-14T12:40:06Z (GMT). No. of bitstreams: 1 arquivototal.pdf: 571838 bytes, checksum: baaea4cd0bec23303aea7e5aea935b08 (MD5) Previous issue date: 2009-10-30 / Coordenação de Aperfeiçoamento de Pessoal de Nível Superior - CAPES / This research has as objective to investigate the subject and the desire from the view of Jacques Lacan s psychoanalytic theories, specifically about the alienation and separation processes, and also the following questions that involve them: the signifier, the enjoyment, the mirror stage and the a object; in the relationship with the persuasive language of the advertising text, so this is a text directed to interlocutor designated here as interlocutor/consumer and its objective is to change its behavior to the consumer act; in addition, it takes also into consideration the argumentative nature of this text and its relevance because it is considered one of the most creative and persuasive texts showed by media nowadays. Thus, the study about the advertising text focuses on the view of Jorge S. Martins and João Anzanello Carrascoza and the persuasive language from the perspective of Adilson Citelli and Nelly de Carvalho. The purpose of the debate comes from the fact that it offers the impossible as something possible, getting, many times, a target , without, at least, know it. This target finds resonance is Lacan s theories about the subject and the desire; the subject constituted by a fault which will be never fulfilled and a desire which will be never completely satisfied, that is, an elided subject who is always searching a total satisfaction of this desire, called as the Other Enjoyment, which the subject assumes in the Other (the mother) and which he aspire, but he will never try it. In this sense, the advertising text finds a fertile field to act, using, to this, many different language resources, to build its arguments and the knowing persuasive language or seduction language, promising, with this, the satisfaction of all needs and desires in the promotion of products, services or ideas. Therefore, it is possible to say that, the advertising text, with its persuasive language, it seems to be reaching the subject, accomplishing something of its desire, even if it is only through a partial satisfaction when it can make it change idea and go for the act of consumption. / A pesquisa em questão tem como objetivo investigar o sujeito e o desejo sob a ótica das teorias psicanalíticas de Jacques Lacan, especificamente no que concerne aos processos de alienação e separação, como também algumas questões que os envolvem, a saber: o significante, o gozo, o estádio do espelho e o objeto a; na relação com a linguagem persuasiva do texto publicitário, porquanto este é um texto direcionado ao interlocutor, aqui designado de interlocutor/consumidor, e o seu objetivo é mudar o comportamento deste para o ato do consumo; além disso, leva-se em conta, ainda, a natureza argumentativa desse texto e a sua relevância, por ele ser considerado um dos textos mais criativos e persuasivos veiculados pela mídia na atualidade. Assim, o estudo sobre o texto publicitário centra-se sob o ponto de vista de Jorge S. Martins e João Anzanello Carrascoza e a linguagem persuasiva, sob a perspectiva de Adilson Citelli e Nelly de Carvalho. A proposição da discussão parte do fato de que a publicidade oferece o impossível como algo possível e, dessa forma, parece estar atingindo, muitas vezes, um alvo , sem, no entanto, conhecê-lo. Este alvo encontra ressonância nas teorias de Lacan sobre o sujeito e o desejo; o sujeito constituído por uma falta, que jamais será preenchida, e por um desejo, que nunca será plenamente satisfeito, ou seja, um sujeito elidido que está sempre a procura da satisfação total desse desejo, o chamado gozo do Outro, o qual o sujeito supõe no Outro (a mãe) e o qual ele aspira, porém nunca irá experimentá-lo. Neste sentido, o texto publicitário encontra terreno fértil para atuar, utilizando-se, para tanto, dos mais variados recursos da linguagem, para constituir seus argumentos e a chamada linguagem persuasiva ou linguagem da sedução; prometendo, com isto, a satisfação de todas as necessidades e desejos, na promoção dos produtos, serviços ou ideias. Logo, pode-se dizer que o texto publicitário, com a sua linguagem persuasiva, parece estar conseguindo atingir o sujeito, realizando algo do seu desejo, mesmo que seja, apenas, por meio de uma satisfação parcial, quando consegue fazê-lo mudar de ideia e partir para o ato do consumo.

This study investigates how non-profit organizations market their organizations and persuades their audience on two different social media platforms. The aim is to examine four non-profit organizations’ use of persuasive language in their Facebook and Twitter posts.  in their Facebook and Twitter posts on their social media pages. The aim is to understand if, how and what linguistic means was are used in the posts through Aristotle’s triangle of rhetoric. His theory consists of the three appeals: ethos, logos and pathos. These three appeals all holds a number of individual features.  with a perspective from classic rhetoric, namely Aristotle’s triangle of rhetoric. The persuasion was examined using Aristotle’s triangle of rhetoric and its appeals ethos, logos, and pathos. The research was carried out by classifying the posts by the three appeals and their features. These defined what linguistic means were used and how. All three appeals are equally important when persuading an audience  public through a text as they are necessary to raise an understanding and interest to the text’s focus. Aristotle argued that when including all three appeals, the text has reached its full extent potential of persuasion. The appeals have their unique attributes and may also persuade when used individually. The An author’s credibility and trust applies to the appeal ethos, logic and reasoning in a of the text applies to logos, and a text that moves its reader’s emotions applies to pathos. The research resulted that aWhether a text’s length matters for its persuasion through a comparison of  the two social media platformshas also been examined through comparing the two social media platformsw. Non-profit organizations do not strive for any profit which make it a challenge for them how to market persuade their organization audience in order and actually be able to be able to continue their work. Many of the posts researched included the appeal pathos which aim mainly to evoke emotions with the readers.

The question I address is: how might a theology of authority be conceived in the light of questions raised by what is termed 'post-modernity'? Is it possible to articulate a theology of authority coming to the church community 'from God' that avoids an oppressive and alienating heteronomy? The thesis explores the question of authority as of vital importance in the sociological dimension of religion, calling for legitimisation (in light of claims made for itself) and as obligatory in the theological sphere. For this reason the project involves two methodologies (theological and sociological/ethnographic). While this investigation is relevant to all sections of the Christian church, particular attention is paid to Baptist churches in the UK, since they hold a concept in their tradition that I suggest is valuable in answering the question of the thesis, namely that of covenant. Within the Christian tradition there is an inner 'problematic' relating the personal authority of Christ to the forms of institution (church) and text (scripture). I explore this with a brief survey of theological authority as found in the fourfold foundation of scripture, tradition, reason and experience. From this is developed a brief theological and Christological reflection on divine authority and covenant theology as found in Karl Barth and his response to the 'inner problematic'. Within contemporary culture I view authority through the lens of so-called 'postmodernism', identifying four challenges to the notion of 'external authority' (all of which exemplify a move from the external to internal, and objective to subjective approaches to authority). This is further explored by means of qualitative research with one-to-one interviews conducted in a Baptist church in York. This data is reflected upon by means of ethnography and 'judicious narratives', especially in dialogue with material from Guest ('congregational study'), Heelas and Woodhead ('subjectivised-self') and Healy ('theodramatic horizon' and 'practical-prophetic ecclesiology'), providing an intersection between the language of theology and sociology. The concept of church as covenant community is explored in Baptist and (more briefly) Anglican traditions, leading to a constructive proposal that both the inner-church 'problematic' and the 'postmodern' challenge to authority might begin to be resolved with the notion of covenant. It is within this context of relationship, human and divine, that the authoritative and revelatory Word of God, the story that is Christ, is found in community and praxis. Here is a 'triangulating' relationship between authority, story and covenant revealing divine authority in a non-coercive way and relevant to contemporary culture.