Network Marketing Within the Commercial Discourse System: Linguistic Strategies and Mechanisms of Pragmatic Influence

In the discourse of network marketing, central roles are played by key lexemes with positive connotations, such as "freedom," "financial independence," "personal growth," and "opportunity." Within this communicative environment, the seller positions themselves not as a salesperson, but as a "business consultant" or "mentor." This strategy of linguistic masking serves to reduce the customer's natural defensive reaction toward making a purchase. The texts frequently employ inclusive speech formulas, such as "You deserve this" or "Change your life," which are specifically designed to foster engagement and involve the addressee in the interaction process.

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