A linguagem persuasiva utilizada em páginas de vendas de produtos digitais: análise da página de vendas do curso online magra para sempre

Abstract

With the advancement of new technologies, new forms of communication and relationships have been established, consequently, the ways of doing marketing and advertising have also transformed and have given rise to digital marketing and new textual genres on the internet. In this context, the present work aims to analyze the persuasive language used in sales pages of digital products. As an object of this analysis, a copy of the genre, captured by means of prints, is the sales page of the online course Magra Para Semper, by nutritionist Karina Peloi. The analysis in question is based on theoretical aspects, such as Maingueneau (2013) and Orlandi (2010) on discourse, and Citelli (2002), Adolpho (2018), Kotler (2017) and Cialdine (2012) on persuasive language and digital marketing. This research is relevant because it aims to contribute to the study of language, especially with regard to the transformations and uses of language in modernity. Through persuasion techniques, on the sales page, the vulnerabilities and desires of the target audience are explored, companies seek to know their client thoroughly to use their needs and dreams as tools of persuasion. Thus, it is sought to understand this use of language, given its power of persuasion and how important it is to reflect on how discourses are produced, especially in the marketing field.