Erothetic logic in advertising text as convincing discourse logic (using English car prints)

In this article we study the erothetic logic in advertising text as the convincingdiscourse logic. Nuel D. Belnap and Thomas B. Steel view erothetic logic as the grammar and the semantics of questions. Advertisingtext very often represents a question-answer structure aimed at ensuring a dialogue with a potential purchaser. Any advertisingtext is a persuasion, and texts based on question-answer relations are no exception. Since question-answer relations are the objects oferothetic logic, we can suppose that erothetic logic has the functions of convincing discourse logic in advertising text. Creators of differentadvertisements try to divine the consumers question and answer it simultaneously with the help of question-answer forms. In ouropinion, this method of advertising texts creation is more effective for contact-establishing function. Advertising messages are uniquematerial for studying language (discourse) and persuasion means in rather complicated conditions of discourse interaction. Advertisementis a special type of text created within a certain social order for fulfilling a target communicative function in a competitive context;this text is targeted at a certain group of people with the aim to promote goods, services, ideas or ideologies. Active promotion of a certainadvertising idea (concept) in printed publications is very often fulfilled with the help of linguistic means used alongside withgraphic (visual) elements. Rhetoric question, exclamation and question-answer structure of texts opening part are the basic means ofattracting attention used by the advertising text logic, while imperative statements with a tinge of confidential request, advice or reminderusually close the text. Studies of question-answer structure of advertising text being the basis of our research, logic means holdthe priority for us among all other means of discourse persuasion (described above), for it is they that have the immediate connectionwith advertising logic and may affect subsequent question-answer structure of advertising text. Question-answer form aims at diviningconsumers question and answering it simultaneously. Thus, contactual function is made most effective. The reader of printed advertisementneeds a kind of a dialogue with the author of advertising text despite the fact that the author him-/herself answers the questionin the title later on. The reader, in his/her turn, takes somebodys thoughts about the advertised product for his/her own answers, whichsubsequently results in persuading the potential purchaser to buy this very (and not any other) product.

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