The strength of communication is given by the means used in the discourse, which are constructed, in order, to seduce or convince, in this case the phenomenon of neutrality disappears, which should be intrinsic to the scientific, didactic and media discourses, since these discursive types have an informative character. On the other hand, within an organization, communication occupies at least as important a place as financial or human resources. If we consider the theory of marketing, we notice that the policy of an organization is to adapt its speech and implicitly its actions, to the needs of the consumer. In fact, most economic, political, cultural entities etc. try to meet the needs of the recipient to their own desires, which are usually the profit, the increase of prestige, the conquest of a larger segment of the market. Communication is synonymous with having power, not only in political discourse, where, a good communicator has an ascendant in front of the speaker, dominating it, if he possesses superior speech techniques.