Imagining the Behavioural Scenarios in the Discourse of Publicity Bank Brochures- a Persuasion Mechanism

Author:Elena-Tatiana Hu?u Dâlcu-N?stase
Position:PhD in progress, Doctoral School of Philology Studies, Alexandru Ioan Cuza University of Iasi, Romania
Pages:326-330
European Integration - Realities and Perspectives. Proceedings 2020
326
Imagining the Behavioural Scenarios in the Discourse of Publicity Bank
Brochures- a Persuasion Mechanism
Elena-Tatiana Huțu Dâlcu-Năstase1
Abstract: Our research aims at arguing that the presence of behavioural scenarios in the discourse of
publicity bank brochures can be validated in a mechanism of persuasion . We started with the concept of
persuasion as presented in the specialists'perspective. We selected the discourse of publicity bank
brochures of the BCR and BT bank, a discourse that matches the pattern of persuasive texts. The next
stage consisted of a short analysis of the behavioural scenarios identified in the brochures'discourses and
their validation as mechanism of persuasion.
Keywords: persuasion; discourse; publicity
Introduction
According to the ancient conception “the persuasive text goes through many phases of preparation
before taking its final form”.The first phase/ stage called “inventio” is dedicated to finding the
material. Next “dispositio” refers to structuring the material. And phase no.3 “elocutio” represents the
linguistic analysis of the respective structured material. This is the last phase in ending the process of
“text formation”.We consider that the discoursive organization of the publicity bank brochure follows
the phases corresponding to the ancient conception and validates its potential in the “elocutio” phase
because the selected linguistic material must be efficient/ advanced. The receveir of the publicity text,
publicity discourse must act because the role of the text in this type of discourse is “to determine in the
receveir a well-shaped actional consequence...the dominant illocutionary role is an influential one...the
persuasive objective is to recommend something”, and this action is supported through imagining the
behavioral scenario presented linguistically or/and using “the imagistic” discourse.
Trying to define “persuasion”, Kevin Hogan said t hat: “to persuade” means to determine somebody t o
do something making use of reasons, motives or demands, raising awareness of an action through
reasoning and convincing, making someone believe in something, convincing.” (Hogan 2016, p. 16).
The discourse of the publicity bank brochure has a major objective, persuading the client to access that
product/ credit promoted through these discoursive modalities, while the reasons must be neccesary
and adequate. These arguments follow the rhetoric architecture so that the persuasive process be
successful, and they are built with the help of linguistic expressions, other language elements but also
by imagining the behavioral scenarios.
C. Sălăvăstru considered convincing and persuasion: “...examining a statement as being true on the
basis of some objective principles represents confidence/ certainty, while examing/ considering a
statement as being true on the basis of some subjective principles represents a persuasion”. (Sălăvăstru
1996, p. 14)
The appeal to subjectivity that is obvious on the emotional/ affective level, defining persuasion can
also be identified with Dave Lakhani who said that persuasion refers to the discovery of the other's
1 PhD in progress, Doctoral School of Philology Studies, Alexandru Ioan Cuza University of Iasi, Romania, Adress:11-Carol
1, Blvd.700506, Iasi, România, Corresponding addresss: elenatatiana2005@yahoo.com.

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