IMPLEMENTING CONVINCIVE AND PERSUASIVE STRATEGIES IN THE DISCOURSE OF COMMERCIAL TRANSACTIONS (based on commercial letters of South African companies)

Abstract

The article justifies the relevance of the study of convinciveness and persuasiveness categories in the commercial discourse. An attempt is made to analyze the genre «сommercial letter» in accordance with discursive strategies and tactics that promote effective business communication in the commercial activities. Based on the pragma-linguistic analysis of the written business discourse, the typological characteristics of commercial letters are defined. The ways of implementing convincive and persuasive strategies based on commercial letters of South African companies are considered. Strategies and tactics of convinciveness and persuasiveness are studied in the terms of the speaker’s influential potential and argumentation. The types of argumentative strategies in the commercial transactions’ discourse are differentiated and their classification is given. Linguistic and paralinguistic means of implementing the speaker’s convincive and persuasive influence are described.