PRAGMATICS IN FOOD ADVERTISING
PRAGMATICS IN FOOD ADVERTISING
Author(s): Andreea DINUSubject(s): Social Sciences, Language and Literature Studies, Media studies, Theoretical Linguistics, Applied Linguistics, Communication studies, Lexis, Semantics, Pragmatics, Psycholinguistics, Sociolinguistics, Cognitive linguistics, Descriptive linguistics, Theory of Communication, Philology, Phraseology
Published by: Editura Arhipelag XXI
Keywords: implicature; presupposition; speech acts; deixis; consumer behavior; advertising discourse;
Summary/Abstract: Pragmatics has a very important role in understanding how advertising texts communicate and persuade beyond explicit messages. This paper investigates the frequently used strategies in food advertisements to influence the consumer's behavior and fasten decision-making processes. Through a qualitative approach, the current paper analyzes a diverse corpus of digital media food advertising texts. Implicature, presupposition, deixis, speech acts, and relevance are identified and analyzed by highlighting how these strategies create emotional responses, reinforce cultural values, and establish common assumptions between advertisers and consumers.This research proves that implicature is generally used in suggesting benefits and qualities that are not directly stated; presuppositions deepen the assumption about the health advantages or the quality offered by a product without claiming it. Deictic expressions and speech acts create personal relevance and psychological closeness through commands and invitations. Relevance theory shows how advertisers optimize the communicative impact. The study contributes to pragmatics, advertising, and consumer behavior by explaining how pragmatic strategies operate as powerful tools.
Journal: Journal of Romanian Literary Studies
- Issue Year: 2025
- Issue No: 40
- Page Range: 943-945
- Page Count: 3
- Language: English
