EVALUATIVE LANGUAGE AND AFFECTIVE APPEALS IN ENGLISH HEALTH AND MEDICAL REPORTS
DOI:
https://doi.org/10.55640/Keywords:
Evaluative Language, Affective Appeals, Health Communication, Medical Discourse, Risk Perception, Pragmatics, English Health Reports.Abstract
Communication within the medical and health sectors necessitates a complex linguistic balance between clinical objectivity and the strategic use of evaluative language. This study investigates the pragmatic functions of affective appeals in English health and medical reports, specifically focusing on how writers utilize evaluative lexis to convey urgency, manage public risk perception, and motivate health-seeking behaviors. By analyzing discourse from public health advisories and medical journalism, the study identifies the linguistic mechanisms through which abstract medical data are transformed into actionable and emotionally resonant information. The findings suggest that evaluative language—often manifested through intensification and attitudinal adjectives—is essential for bridging the gap between scientific evidence and public response.
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