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.