Pragmatic and Argumentative Structures in Written Advertisements
Natalia Sáez
Broschiertes Buch

Pragmatic and Argumentative Structures in Written Advertisements

Toward a Linguistic Analysis Framework of how Messages are Processed in English Written Advertisements

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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 inferre...