As I have argued elsewhere (Mocini 2009; 2011; 2013), emotions play a decisive role in promotional discourse. The power of logical argument may not be sufficient to convince customers. For this reason, writers or speakers usually appeal to the audience�s emotional response to achieve persuasion. Ekman (1999) claims that surprise is one of the basic universal emotions, and only the basic emotions are the real emotions.1 Following DeLancey (1997; 2001) and other researchers (Dickinson 2000; Aikhenvald 2004; Peterson 2010, 2013), we use the term mirativity to refer to the semantic category employed to mark the fact that some information is new or surprising
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