Publication details
Thematic Inferences and Linguistic Strategies in Commercial Advertisements : A Case Study of Thai Life Insurance Company’s Commercial Series
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| Year of publication | 2018 |
| Type | Appeared in Conference without Proceedings |
| MU Faculty or unit | |
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| Description | The powerful influence of language and its use allow people to determine how words, syntactic expressions, communicative intent as far as emotional embodiment could selectively be presented in a variety of communication types including commercial advertisements. This social communication type makes use of language not only to emphasize the primacy of their company’s products but also to influence the target audience, their actions and thoughts. This study explores linguistic tools and thematic inferences lying in a series of a company’s commercial advertisements. It aims to investigate the linguistic tools that are used and inferences that are embedded therein to make the discourses of its commercial advertisements so tremendously powerful that it has aptly affected the audience’s psychological belief, attitude and ideology along with the intention of the advertisements themselves. Based on the theories of presuppositions by Strawson (1952) and by Stalnaker (1998) and Entailment by, an analysis of linguistic strategies and thematic inferences in commercial advertising is drawn from a corpus of Thai Life Insurance Company’s TV commercial series publicly aired from 2000-2008. The main findings show certain general characteristics of the company’s advertising discourse, the repetitive use of the second personal pronouns and the hidden manipulating-and-caring theme, in particular, as the representative of the company itself delivering its advertising series and the company’s maxim. In addition, a qualitative analysis of this study also attempts to draw a critical insight into the effect which these commercial advertisements have on language, society and culture. |