Mit Autoritäten argumentieren. Sprachliche und bildliche Autoritätszitate in der Werbekommunikation

Arguing for something in advertising is often done with the aid of authoritative utterances of well-known people and their depiction in a given advertisement. Types of such argumentation can be classified according to the source of authoritative features of the quoted persons. Besides quoting prominent people advertisements also create quotations and present photographs of unknown people or institutions which owing to their status in social culture help assign positive features to the product. The main goal of advertisements referring to various authorities is the acceptance of the advert’s message and as a consequence of the advertised product by the audience. The effectiveness of such strategy depends on the force of a given authority, his/her acceptance by the recipient, on proper matching of the authoritative features to the features of the product and on original arrangement of the argumentation in the text and image of the advertisement.