Discourse and Language in Marketing Communication, with Specific Regard to the Fear of Social Exclusion. A Single Case Study on Apple Inc.
The purpose of this study is to analyse the communication of Apple to illustrate how social exclusion is used to produce fear, and how it has played the role as a means of persuasion in a constructed reality. In the present investigation process the researchers have taken a critical stance. The authors aim at unveiling the structure of implicit means of persuasion in various Apple’s campaigns over
