El presente estudio responde a un tipo de texto: la carta comercial publicitaria. Como texto publicitario
la carta es persuasiva, tiene un fin práctico e interesado puesto que se requiere del receptor
que adquiera la oferta o servicio que se anuncia en la carta de una forma explícita o implícita.
El estudio se plantea en dos partes. En la primera, estudiamos la superestructura del texto
epistolar, que cuenta con unas funciones comunicativas precisas con formulismos y apelaciones.
En la segunda parte, analizamos un ejemplo representativo observando los mecanismos lingüísticos
retóricos y persuasivos que definen a este tipo de texto epistolar persuasivo.The present study deals with effective ways of promoting sales through direct advertising. The
main function of the sales letter is persuasive, so it is the seller s interest to capture the attention
of the potential customer so as to achieve the desired communicative outcome: the purchase of the
offer. The paper falls into two sections. In the first section the sales letter is studied within a
genre-based approach (promotional business genre-based) as a communicative event with a communicative
purpose. In the second section a representative sample is analysed with respect to the
layout, stylistic features, text-structure, emotional appeal and other persuasive features. The
insight gained from this kind of analysis can ultimately be of use for pedagogical [email protected]
