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Title:
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Pragmatics in Persuasive Discourse of Spanish Television Advertising
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Author:
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Karol Hardin
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Email:
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click here to access email
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Degree Awarded:
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University of Texas at Austin
, Department of Spanish and Portuguese
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Degree Date:
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1999
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Linguistic Subfield(s):
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Pragmatics
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Subject Language(s):
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Spanish
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Director(s):
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Dale Koike
Carlos Solé
J. Bickford
Keith Walters
Chiyo Nishida
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Abstract:
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This study provides a pragmalinguistic analysis of data from one type of persuasive discourse, television advertising. Although Spanish advertising theory may be influenced by English advertising, pragmatic devices are linguistically encoded in different ways in different languages (jensen, 1982, Blum-Kulka, 1989, Wierzbicka, 1991). This investigation offers an analysis of pragmatic ways in which Spanish is used to achieve persuasion within a specified context.
The study applies pragmatic models from Lakoff (1982) and Geis (1982) and other models to television advertising from three Spanish speaking countries. The questions addressed are: (1) Which pragmatic devices occur most frequently in Spanish television advertising? (2) How are these pragmatic devices linguistically encoded in data? (3) Are any pragmatic differences evident between regional varieties of Spanish? (4) How are pragmalinguistic features of television advertising used to effect persuaion? The corpus includes 723 television commercials for products and services from each of three countries, Chle (Teletrece), Spain (Antena 3), and the United States (Univision).
The variables most representative of the discourse of Spanish television advertising include speech acts, indexicals, politeness, implicatures, violations of Grice's Maxims, and speaker considerations. This investigation examines both the general and specific ways in which these variables are realized linguistically.
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