THEORETICAL FOUNDATIONS OF THE LINGUO-PRAGMATIC ANALYSIS OF ADVERTISING TEXTS
Keywords:
linguo-pragmatics, advertising discourse, pragmatic analysis, persuasive communication, speech act theory, implicature, presupposition, deixis, discourse analysis, cognitive linguistics, conceptual metaphor, evaluative language, semantic strategies, communicative intention, audience perception, socio-cultural context, media discourse, consumer behavior, language manipulation, textual pragmaticsAbstract
This article examines the theoretical foundations of linguo-pragmatic analysis of advertising texts, focusing on how language is strategically employed to influence consumer perception and behavior. Drawing on key theories from pragmatics, including speech act theory, implicature, and presupposition, as well as insights from discourse analysis and cognitive linguistics, the study argues that advertising discourse functions as a complex communicative system where meaning is constructed both explicitly and implicitly. By integrating multiple theoretical perspectives, this study demonstrates that linguo-pragmatic analysis provides a comprehensive framework for uncovering the underlying persuasive strategies in advertising communication.
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