Pragmatic Principles in Advertising Discourse

PELCLOVÁ, Jana. Pragmatic Principles in Advertising Discourse. Topics in Linguistics. Nitra: Faculty of Arts. Constantine the Philosopher University in Nitra., 2010, vol. 5, September, p. 20-24, 41 pp. ISSN 1337-7590.

Basic information

Original name

Pragmatic Principles in Advertising Discourse

Authors

PELCLOVÁ, Jana

Edition

Topics in Linguistics, Nitra, Faculty of Arts. Constantine the Philosopher University in Nitra. 2010, 1337-7590

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Other information

Language

English

Type of outcome

Article in a journal

Field of Study

60200 6.2 Languages and Literature

Country of publisher

Slovakia

Confidentiality degree

is not subject to a state or trade secret

References:

URL

RIV identification code

RIV/00216224:14210/10:00047666

Organization unit

Faculty of Arts

Keywords (in Czech)

advertising, politeness, cooperative principle, politeness principle, maxims

Keywords in English

advertising; politeness; cooperative principle; politeness principle; maxims

Tags

RIV-OK

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Abstract

In the original language

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.