Euphemism as A Persuasive Advertising Strategy

Abstract

Understanding advertising as a communication process built through persuasive strategies, this work aims to analyze euphemisms, a strategy frequently used in current advertising texts. In this sense, the reasons why this verbal appeal persuades the target audience, as well as why it leads to the buying action, are analyzed. To illustrate the placements, two advertising pieces are used as examples, in order to deduce the facts established throughout the study. It has been found that euphemisms correspond to a persuasive strategy of great utility to attenuate unpleasant expressions and, therefore, avoid situations embarrassing to the target public of the message.