This paper analyzes the role of compliments as strategies for emotional persuasion in advertising discourse. Although a broad research on compliments in daily interactions has been accomplished throughout different languages and cultures, a deep analysis of their use in advertising was still lacking. In order to carry out my study, I have taken into consideration the traditional distinction between direct and indirect compliments. Finally, I propose a new typology for indirect compliments, unknown so far in this field of research.
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Journal “Diacronia” ISSN: 2393-1140 Frequency: 2 issues / year