Pragmatic Principles in Advertising Discourse
| Authors | |
|---|---|
| Year of publication | 2010 |
| Type | Article in Periodical |
| Magazine / Source | Topics in Linguistics |
| MU Faculty or unit | |
| Citation | |
| Web | http://www.kaa.ff.ukf.sk/topics/issue5.pdf |
| Field | Linguistics |
| Keywords | advertising; politeness; cooperative principle; politeness principle; maxims |
| Description | The present paper studies the discourse of TV advertising from the point of view of pragmatics. It presents the results of the author's socio-pragmatic analysis of American television commercials for products of everyday use. It examines the way the pragmatic principles, both first-order and higher-order ones, are applied in the verbal devices with which a commercial addresses TV viewers. It concludes that the maxims that are foregrounded and observed most are those that foreground the persuadee's personality and the quality of the product being advertised. |