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Pragmatic Principles in Advertising Discourse

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PELCLOVÁ Jana

Rok publikování 2010
Druh Článek v odborném periodiku
Časopis / Zdroj Topics in Linguistics
Fakulta / Pracoviště MU

Filozofická fakulta

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.

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