Pragmatic and Argumentative Structures in Written Advertisements

ISBN-13: 9783838346625 / Angielski / Miękka / 2010 / 112 str.

Natalia Sez;Natalia Saez

Opis

A heuristic matrix is proposed regarding the argumentative strategies deployed in advertisements published in the written media. In order to account for the argumentative strategies used in the data selected, some analytical constructs and principles from such related fields as semiotics, discourse analysis (namely, argumentative discourse), pragmatics, cognitive linguistics (namely, metaphor analysis) and logic will be examined and assessed as to their relevance for the purpose of this study. Most of the argumentative structures in the texts selected are implicit and must therefore be inferred by the reader on the basis of the elements that play some crucial roles in constructing logical implications supported, mainly, by social beliefs. The present study aims at expanding, principally, both the structure of the so-called macro speech act and the discoursal argumentative structure made manifest in the womens magazine advertisements selected for the study. The analysis is intended to be mainly descriptive, mainly from a linguistic, i.e. discoursal-textual, point of view.

O autorze

Natalia Sáez is a Chilean linguist who focuses her interests on pragmatics, psycholinguistics, language acquisition and metaphor analysis. She is currently completing an M.A. program in Cognitive Science at the Universidad de Chile. She closely worked with Professor Carlos Zenteno toward completing her undergraduate thesis at the same university.