Reader Contact in Advertising Discourse

To establish physical, emotional, and mental contact with the reader, press advertising writers use a variety of linguistic and paralinguistic techniques which deal with pictures, type and size of letters, the properties and relations of objects and people in the vicinity of the text, the situation as perceived by the participants, the conversational tone of the text, represented in the text intentions of the addressers/ senders and the perception of the text by the addressees/ receivers. The conversational tone of advertising discourse is created by a great variety of linguistic means: the use of pronouns, and presupposition, colloquial lexical units, contracted forms and syntactical structures characteristic of colloquial style