Pragmatic Principles in Advertising Discourse
| Autoři | |
|---|---|
| Rok publikování | 2010 |
| Druh | Recenzovaný odborný článek |
| Časopis / Zdroj | Topics in Linguistics |
| Fakulta / Pracoviště MU | |
| Citace | |
| www | http://www.kaa.ff.ukf.sk/topics/issue5.pdf |
| Obor | Jazykověda |
| Klíčová slova | advertising; politeness; cooperative principle; politeness principle; maxims |
| Popis | 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. |