'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

Abstract

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

Suggested Citation

Brandt, Line and Pascual Rodríguez, Esther, 'Say Hello to this Ad': The Persuasive Rhetorics of Fictive Interaction in Marketing (2016). 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. Available at SSRN: https://ssrn.com/abstract=2898969

Line Brandt (Contact Author)

Independent ( email )

No Address Available

Esther Pascual Rodríguez

Independent ( email )

No Address Available

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