| The 'quality of life' argument plays a central role in the persuasion tactics of the advertisement. The analysis of wide range of television commercial messages shows the existence of the following three major themes in the "quality of life" argumentation: (a) the dream of a better life, (b) the opposing pairs of: deprivation / satisfaction, threat / security and (c) the naturally / ecology scheme. The magic system of the advertisement converts the commercial products to sources of natural and healthy life and prime means of dramatically improving the life of the modern person, curing life's adversities and satisfying (psychological) needs. In the name of a happiness that can be within reach advertisement promotes eventually the "materialistic ethos" of capitalist society. |
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