Persuasive linguistic means used in the topics of online commercial correspondence (on the example of Esotiq and Triumph clothing brands)

Abstract

The topics of commercial correspondence are an element of broadly understood branding. Their goal is to maintain contact with the customer or interest potential buyers in the offered products or services by bringing them closer to the recipient. The number of messages sent to the modern technological consumer is enormous, which means that many of these types of messages remain unread and/or ignored. The primary goal of text creators is to retain the attention of the recipient-consumer by using an unconventional e-mail header. This linguistic analysis includes the study of persuasive linguistic means in the titles of e-mails of lingerie brands (Esotiq and Triumph), determining their lexical, grammatical and graphic determinants, which constitute a set that allows shaping the image of each of them.

E-mail headers are treated as genres of statements, forming a resource in a temporal distance, they were treated as genres in the form of a collection due to their monothematic nature, expressive and compositionally load-bearing textual frame.