'Say Hello to this Ad': The Persuasive Rhetorics of Fictive Interaction in Marketing
Brandt, Line & Pascual, Esther Chapter 15: The Conversation Frame: Forms and Functions of Fictive Interaction, E. Pascual & S. Sandler (red.), Rijksuniversiteit Groningen. John Benjamins Publishing Company, bogserien Human Cognitive Processing, pp. 493-527
36 Pages Posted: 19 Jan 2017
Date Written: 2016
This chapter deals with strategically motivated discourse to show the fundamental role of the conversation frame in language for specific purposes. We focus on imagined speech acts in which advertised products and/or the ‘problems’ they tackle are fictively addressed through non-genuine yes-no responses (e.g. “Say no to wrinkles, say yes to this cream”) and non-actual greetings (e.g. “Hello wireless music. Goodbye wires”), as well as marketing slogans and brands involving intra-sentential fictive speech ascribed to a consumer, the advertiser, and/or the advertised product, service, or behavior (e.g. “I-Love-Art-Tour”). This study is based on our own database of printed advertisements, TV commercials, and brands in five different languages.
Keywords: Advertisement, embedded fictive interaction, fictive assertions/negations, fictive greetings, marketing strategy
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