Contrastive intercultural and pragmalinguistic analysis of military recruitement television advertisments
Contrastive intercultural and pragmalinguistic analysis of military recruitement television advertisments

Summary/Abstract: In harsh times of conflict and war, every global society finds itself in great danger. How can a nation, in desperate need of help, of men to fight for a national cause, convince its citizens to enroll in the military? Besides the obvious physical capabilities of their recruits, common life principles and cultural and/or national values are, as well, highly necessary. These include: feeling of solidarity, cohesion, national pride, honour and the will to maintain security. The domain of publicity generally contains a specialised advertising language, making use of certain linguistical, stylistic and pragmatical instruments. Such instruments are meant to captivate the public attention, maintain their interest throughout the publicity advertisement and prior to the transmission of a certain message, to try to convince people to buy a certain product or, in this case, to engage in military service. The purpose of my research is to analyse certain military advertisements from an intercultural and pragmalinguistic perspective, thus comparing English advertisements of military recruitment with German advertisements from the “Bundeswehr” (engl. the German Armed Forces).

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