Narrative in Persuasive Communication (by Example of Advertising Discourse)

Abstract

The article is devoted to the narrative in persuasive communication, which implies an impact on the mental sphere of the addressee, on his / her opinion and assessments in order to encourage him / her to perform certain post-communicative actions in the interests of the addressee. Advertising discourse is considered as a kind of persuasive communication. The author focuses on the narrative as a monotext phenomenon. It is noted that such a narrative is monosubject, and its content is a personal story that allows to implement a strategy of positive evaluation for the presentation of the advertised product. The thesis that the narrative as a trans-text phenomenon in advertising communication is not used, even if we are talking about an advertising campaign, which involves not one, but a series of similar advertising texts, is substantiated. It is shown that in this case the closed discourse formation combines monosubject narrative statements reproducing a single scheme. The author proves that the narrative under the conditions of persuasive communication acquires specific features that vary the narrative pro-type, and the features of generation and structure of the narrative allow it to reveal its persuasive potential in the conditions of advertising discourse.