Informace o publikaci
Pragmatic Principles in Advertising Discourse
Autoři | |
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Rok publikování | 2010 |
Druh | Článek v odborném periodiku |
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. |