Pragmatics in persuasive discourse of Spanish television advertising / Karol J. Hardin.

Format:

Book

Thesis/Dissertation

Author/Creator:

Hardin, Karol J.

Series:

SIL International and the University of Texas at Arlington publications in linguistics ; publication 137.

SIL International and the University of Texas at Arlington publications in linguistics ; publication 137

Language:

English

Spanish

Subjects (All):

Pragmatics.

Television advertising--Chile.

Television advertising.

Television advertising--United States.

United States.

Television advertising--Spain.

Spain.

Chile.

Physical Description:

xi, 234 pages ; 23 cm.

Place of Publication:

Dallas : SIL International ; [Arlington, Texas] : University of Texas at Arlington, 2001.

Contents:

1.1 Media language 1

1.3 Advertising and persuasive discourse 6

1.3.1 Lakoff (1982) 7

1.3.2 Geis (1982) 8

1.3.3 Other studies 9

2 Procedure and Method 15

2.1 Design of the study 15

2.1.1 Sources for data 16

2.1.2 Data collection 18

2.1.3 Variables 19

2.2 Method of analysis 22

2.2.1 Speech acts 22

2.2.2 Indexicals and politeness 24

2.2.3 The Cooperative Principle 25

2.2.4 Implicature 28

2.2.5 Novelty 29

2.2.6 Other strategies 31

2.2.7 Contribution to persuasion 32

2.3 Sample analysis of an ad 33

2.3.1 Speech acts 35

2.3.2 Novelty, flattery, and humor 36

2.3.3 Politeness, indexicals, and implicature 37

2.3.4 Grice's Maxims 37

3 Analysis and Results 39

3.2 Pragmatic strategies reflected in the data 40

3.2.1 Context 40

3.2.2 Speech acts 44

3.2.3 Indexicals and politeness 46

3.2.4 Grice's Maxims 47

3.2.5 Speaker considerations 48

3.2.6 Pragmalinguistic variables 48

3.2.7 Other strategies 49

3.3 Linguistic realization of strategies in the data 51

3.3.1 Speech acts 51

3.3.2 Indexicals 71

3.3.3 Politeness 74

3.3.4 Implicature 86

3.3.5 Grice's Maxims 93

3.3.6 Novelty 102

3.3.7 Minor categories 105

3.4 Distributive patterns 107

3.4.1 Context and similarities 107

3.4.2 Differences in general pragmatic strategies 109

3.4.3 Differences in individual pragmatic strategies 110

3.5 Summary of analysis and results 128

4 Pragmatics and Persuasion 133

4.2 How pragmatic strategies effect persuasion in the data 134

4.2.1 Goals of persuasion 134

4.2.2 Results: speech acts 136

4.2.3 Results: novelty 148

4.2.4 Results: indexicals and politeness 153

4.2.5 Results: implicatures and violations of maxims 156

4.2.6 Results: speaker considerations 166

4.2.7 Results: minor categories 170

5 Conclusions and Implications 173

5.1.1 Reorganization of categories 173

5.1.2 Summary of pragmatics and persuasion 181

5.2 Support of existing literature 184

5.3 Applications, limitations, and implications 186

5.3.1 Applications for teaching 186

5.3.2 Limitations of the study 188

5.3.3 Implications of study and further research 188

Appendix A A Critical Review of Literature 191

A brief history of advertising 191

The language of advertising 193

Copywriting 193

Pragmatics in advertising discourse 194

Studies of Spanish advertising 197

Pragmatic categories addressed in this study 199

Speech acts 199

Indexical expressions 205

Politeness 206

The Cooperative Principle and Grice's Maxims 209

Other strategies in advertising 212

Appendix B Database Sample 215

Appendix C Number of Comparable Ads by Product in Each Country 219

Appendix D Distribution of Pragmatic Strategies: Preference by Country 223.

Notes:

Thesis (doctoral)--[University of Texas at Austin], 1999.

Includes bibliographical references (pages 227-234)

ISBN:

1556711506

OCLC:

48581049