ELEMENTE DE PRAGMATICĂ A DISCURSULUI PUBLICITAR
Elements of Pragmatics in Advertising Discourse

Summary/Abstract: This study explores the functional mechanisms of language in advertising discourse, analysing the ways in which utterances generate meaning and prompt action within a specific communicative situation. The approach moves beyond a merely descriptive analysis of advertising messages and focuses on the interaction between the sender (the brand) and the receiver (the consumer) as a process of negotiating identities and social beliefs. The topic ranges from speech acts and enunciative strategies to the logic of the implicit and conversational cooperation, as applied to media discourse.

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