COMMUNICATION STRATEGIES IN DENTISTRY TECHNICAL TRADE ADVERTISING ARTICLES

Abstract

This article aimed at identifying and analyzing communicative strategies and tactics of their implementation in the texts of dental technical trade advertisement articles in order to influence the target professional audience, an addressee, in
making decision to purchase advanced technology products and services for successful dental practice. Thee articles, which can also be known as technical reports are found in international professional journals under the headings new
products, trade news, top products, dental industry, marketplace, industry news. They provide prompt, professionally rel- evant information on the consumer properties of various intellectual products as devices, equipment, and services, aimed
to improve the efficiency of dental care as well as to make dentist’s job and being a patient at the dental armchair more safe and comfortable. In this ways, these technical advertising articles generate new professional ideas and needs, and
promote professional development. The texts are an integral part of printed and digital dental professional periodicals. To generate professional interest and to inspire dental professionals in making a purchasing decision both rational
and emotional appeals are applied through the particular communication strategies and tactics. Rational appeal is mainly based on reasoning and involves information strategy by giving factual information, e.g. technical characteristics and
unique qualities of the product, its novelty, and argument strategy, i.e. presenting justifications to assure the product quality meets the consumer’s needs. The schematic strategy facilitates easier and faster understanding the technical information through the familiar and easily recognized structure of the article and text elements. Emotional appeals are implemented through the positioning and manipulative strategies used to create unique and desirable impressions of the products and to promote them at the market. The strategies and tactics used in dentistry technical trade advertising articles are closely intertwined, though rational strategies are dominating as are directed to highly involved target audience sharing nearly the same professional and cultural background, typical behavior scenarios.