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Since advertising represents one-way, public communication the message of which is to sell the product being advertised, the persuader's task is to background the persuasive intention of the message in order to mitigate the negative impact of the persuasiveness. Simultaneously, the persuader has to support the persuadee's trust in the product's quality and usefulness. From the point of view of linguistics, this means that the persuader combines features related to formality, impersonality anddoi:10.5755/j01.sal.0.19.950 fatcat:3ipuxp5t6zajzegoon2wyk3qhy