81’42 PERSUASION THROUGH SOCIAL MODALITY: LINGUISTIC STRATEGIES IN ADVERTISING

Abstract

Annotation. This article explores the role of social modality in advertising, analyzing how brands use linguistic strategies to create a sense of belonging, reinforce social norms, and influence consumer behavior. The study examines key means of expressing social modality, including modal verbs, generalizations and social proof, inclusive language, moral and ethical appeals, social stereotypes, social pressure, and expressions of care. Through the analysis of multiple advertisements, the paper highlights how these techniques make advertising messages more persuasive and appealing, shaping consumer perceptions and encouraging purchases.