Pragmatics of Persuasive Discourse in Spanish Television Advertising

Overview

This investigation analyzes pragmatic ways in which Spanish is used to achieve persuasion in television advertising. The author applies pragmatic models to commercials for products and services from three countries--Chile, Spain, and the United States. She addresses the questions: (1) Which pragmatic devices occur most frequently? (2) How are these devices linguistically coded? (3) Are any differences evident between regional varieties of Spanish? and (4) How are pragmalinguistic features of television ...
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Overview

This investigation analyzes pragmatic ways in which Spanish is used to achieve persuasion in television advertising. The author applies pragmatic models to commercials for products and services from three countries--Chile, Spain, and the United States. She addresses the questions: (1) Which pragmatic devices occur most frequently? (2) How are these devices linguistically coded? (3) Are any differences evident between regional varieties of Spanish? and (4) How are pragmalinguistic features of television advertising used to effect persuasion? The most representative variables include speech acts, indexicals, politeness, implicatures, violations of Grice's Maxims, and speaker considerations. The study contributes to the cross-linguistic understanding of pragmatics and of persuasion in Spanish by (1) offering a procedure that may be replicated; (2) addressing multiple pragmatic categories; and (3) examining the relationship between pragmatic strategies and persuasion among Spanish speakers. Given the vital role of the media in society, Spanish television advertising reflects the pragmatic communication of persuasion by and to Spanish speakers. Pragmática de discurso persuasivo de publicidad de television en español. Esta investigación analiza las maneras pragmáticas en las cuales se usa el español para persuadir en la publicidad de televisión y contribuye al entendimiento lingüístico de pragmática y persuasión en español. El libro está escrito en inglés.
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Editorial Reviews

Booknews
Hardin (Spanish, Baylor U.) examines which of the recognized pragmatic strategies occur most frequently in Spanish television advertising<-->such as violation of the cooperative principle, and appeal to positive or negative face<-->and how those pragmatic devices are encoded linguistically. She finds that Spanish television targeted to US audiences is different from that targeted to South Americans or Europeans. The study seems to be developed from her 1999 doctoral dissertation for an unnamed university. It is not indexed. Annotation c. Book News, Inc., Portland, OR (booknews.com)
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Product Details

  • ISBN-13: 9781556711503
  • Publisher: SIL International, Global Publishing
  • Publication date: 9/1/2001
  • Series: Publications in Linguistics
  • Pages: 248
  • Sales rank: 1,191,861
  • Product dimensions: 6.00 (w) x 9.00 (h) x 0.52 (d)

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