„Szok! Ma 72 lata, a wygląda na 35!” O internetowych reklamach suplementów diety

The article presents the results of the analysis of the structure and persuasion gimmicks of the online advertisements of food supplements. The examined advertisements use rational and emotional arguments in order to encourage their recipients to buy certain products. Both types of argumentation supplement each other, making the advertising message very reach in terms of persuasion techniques. Rational arguments refer most of all to the quality of food supplements, their effectiveness and fast effect. Whereas, emotional arguments are used to stir fear and joy. Information about the life and health threatening illnesses, parasites, are to frighten the recipient of the ad and urge them to buy a given product to get protected against the danger. Whereas, positive emotions help to build a vision of a better world that can become the consumer’s after they buy the advertised food supplement - the world without any ailments and threats. Photos making the effectiveness of the products credible are an important element of advertisements.