THE PRAGMATICS OF DISCOURSE IN HEALTH CARE AND FOOD ADVERTISING TEXTS- A CROSSLINGUISTIC APPROACH IN TERMS OF ‘DEDICATED’ PHRASES (ENGLISH – ROMANIAN)
THE PRAGMATICS OF DISCOURSE IN HEALTH CARE AND FOOD ADVERTISING TEXTS- A CROSSLINGUISTIC APPROACH IN TERMS OF ‘DEDICATED’ PHRASES (ENGLISH – ROMANIAN)

Summary/Abstract: This article aims to analyze the pragmatics of the advertising discourse. We live in a world in which advertising and the advertising discourse have a major significance. There are advertising messages or discourses with a pure informative purpose, but there are also other patterns, such as: the metalinguistic advertising discourse, the poetic advertising discourse, the advertising discourse with an expressive or emotional function, the advertising message with a conative or phatic function. Some forms of advertising discourse have cognitive and communicative functions. By means of this article, we tried to sketch a general view on the advertising discourse and its functions. We illustrated these theoretical examples with a series of illustrative examples, featuring some of the most famous commercials. To create a brand implies, in the end, concentration, efficacy, efficiency and coherence, all these dimensions and valences being present in the advertising discourse.

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