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.
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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.
Other information
Original 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
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
Changed by Changed by: Mgr. Jana Pelclová, Ph.D., učo 39970. Changed: 18/3/2012 10:47.
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.
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