@article{Pirogova2005,
  author    = {Julia K. Pirogova},
  title     = {Differentiation as a persuative strategy in advertising discourse},
  series   = {Perspektiven auf Mediensprache und Medienkommunikation : Beitr{\"a}ge der Konferenz \"Mediensprache als Objekt interdisziplin{\"a}rer Forschungen\" 25.-27. Oktober 2001},
  editor    = {Werner Kallmeyer and Maja N. Volodina},
  publisher = {Institut f{\"u}r Deutsche Sprache},
  address   = {Mannheim},
  isbn      = {3-937241-07-8},
  url       = {https://nbn-resolving.org/urn:nbn:de:bsz:mh39-15727},
  pages     = {177 -- 198},
  year      = {2005},
  abstract  = {In this article, the language of advertising is considered as a set of persuasive strategies and corresponding communicative means which persuaders employ to communicate with the target audience and to promote the product, service, candidate, idea, etc. The arrangement of these strategies and means is determined by pragmatic and communicative goals of the advertising campaign.},
  language  = {de}
}