Pragmatic Principles in Advertising Discourse

Result code in IS VaVaI

<a href="https://www.isvavai.cz/riv?ss=detail&h=RIV%2F00216224%3A14210%2F10%3A00047666" target="_blank" >RIV/00216224:14210/10:00047666 - isvavai.cz</a>

Result on the web

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DOI - Digital Object Identifier

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Result language

angličtina

Original language name

Pragmatic Principles in Advertising Discourse

Original language description

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.

Czech name

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Czech description

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Type

J_x - Unclassified - Peer-reviewed scientific article (Jimp, Jsc and Jost)

CEP classification

AI - Linguistics

OECD FORD branch

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Project

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Continuities

V - Vyzkumna aktivita podporovana z jinych verejnych zdroju

Publication year

2010

Confidentiality

S - Úplné a pravdivé údaje o projektu nepodléhají ochraně podle zvláštních právních předpisů

Name of the periodical

Topics in Linguistics

ISSN

1337-7590

e-ISSN

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Volume of the periodical

5

Issue of the periodical within the volume

September

Country of publishing house

SK - SLOVAKIA

Number of pages

79

Pages from-to

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UT code for WoS article

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EID of the result in the Scopus database

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