Language use analysis of selected cosmetic brand print advertisements [manuscript]
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Date
2018
Authors
Rochel A. Juego
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Abstract
Advertising plays an important role in everyday life, it mainly determines the image and way of life and has as impact on how people think as well the attitude toward the world around them. This research focused on use of language in pragmatic perspective. The analysis covered Conversational Implicature, Cooperative Principle and Cooperative Maxims. In this way it is possible to dissect the hidden meaning of advertisements. In this sense, to be more specific, the aim of this research is to identify and to describe the violation of Conversational Maxims in selected cosmetic brand print advertisements. A quantitative analysis carried out on how advertisers do violate maxims of Cooperative Principle in the advertisements. The researcher has found that advertiser's do violate conversational maxims intentionally to arise the interestingness of the people towards the product they advertise. Moreover, this research also concludes that even though there is violation of Conversational Maxims in the advertisements people would still purchase the product.