Abstract: The aim of this paper is the analysis of persuasive means and trends in advertisement that are used to attract the reader´s attention and to persuade customers to buy the advertised product or service. The thesis consists of the theoretical and practical part. The theoretical part defines advertising, its use and effects, persuasive means and trends in marketing, verbal and nonverbal persuasive means in advertisements. The practical part researches and analyses the persuasive means used in advertisements.
Keywords: persuasive means; advertising; persuasion.2020.1.2-3 PERSUASIVE MEANS IN ADVERTISING
