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 (203 Czech Republic, guarantor, belonging to the institution)

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

Článek v odborném periodiku

Field of Study

60200 6.2 Languages and Literature

Country of publisher

Slovakia

Confidentiality degree

není předmětem státního či obchodního tajemství

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

V originále

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.