In Praeda Verborum: The Persuasive Language of Advertising

The book examines how advertising of meat products persuades consumers, combining semiotic, rhetorical and stylistic perspectives. It is structured in three parts. The first part traces the historical evolution of commercial language, from antiquity to contemporary digital media, and clarifies the distinctions between language, discourse and text. It also explores the symbolism of natural elements and the psychological meanings of colours, highlighting their role in shaping persuasive messages.The second part focuses on advertising rhetoric and stylistics, analysing the Aristotelian triad of ethos, logos and pathos, together with figures of speech such as metaphor, anaphora and personification.The final part presents the main conclusions and practical recommendations, emphasising the importance of authentic brand storytelling and adapting messages to different consumer groups. Based on a survey of 128 respondents, the book shows that effective advertising combines engaging visuals with clear language, builds trust and aligns symbolic elements with the values of the target audience.