O uso dos gatilhos persuasivos no marketing digital e as emoções como âncoras da persuasão

Abstract

This research, done in a transdisciplinary way, was aimed at analyzing the use of some persuasive triggers present in marketing emails based on a theoretical framework consisting mainly of discourse analysis, rhetoric and marketing. We chose to use the term persuasive triggers because it is more pertinent to its purpose, which is to guide the writing of persuasive texts, instead of terms such as mental triggers or psychological triggers, that are normally used to address these strategies in the field of marketing. At first, we observed the beneficial relationship of the digital environment to the marketing activities due to the wide range of technological options. Next, we considered some aspects of the so-called liquid modernity, consumption and the marketing email genre. After that, we revisited contributions from rhetoric aiming at the study of the digital marketing and approached the persuasive triggers. Finally, we reviewed aspects of the three rhetorical dimensions of the discourse (ethos, pathos and logos), with emphasis on the sensitive dimension (pathos), which was considered the anchor of persuasion in this specific genre of discourse. The results indicate that persuasive triggers are guidelines for the composition of the content to be promoted and strategies to establish and maintain relationship with the target audience. They involve actions such as the construction of positive images of the speakers and their products and/or services, as well as approaches that can produce effects of urgency and scarcity, for example, among others, reaching an emotional dimension of the recipient through language.