| Abstract [eng] |
Language has a crucial role in the process of social interaction, i.e. communication, as it is used both as a medium in giving information and as a means of establishing and maintaining relationship with other people. Communication from the perspective of advertising takes into consideration the contextual dimension that is a matter of pragmatics which investigates those parts of the discourse that are often the essential factors of the advertising discourse and its hidden message. Being a matter of utterance, advertising is obviously a tool of persuasion. The advertisers make use of persuasive strategies in order to reach their goals, i.e. to persuade a consumer to buy the product. To put in other terms, they encode the messages that are meant to reach the target audience (i.e. consumers). The aim of this study is twofold: to analyze the use of deixis and its persuasive strategy in advertising slogans related to fragrance. The corpus that the present study is based on consists of the slogans of fragrances drawn from the websites http://www.mimifaufrau.com, www.perfume-berry.com, as well as fashion magazines. The methodology is based on linguistic and semiotic analysis. The direction of analysis follows the generally accepted semiotic triangle: addresser – message – addressee, where addresser is a producer, message is a slogan, and addressee is a consumer. The analysis proved that in the corpus under investigation three types of deixis were found: person deixis (realized by personal pronouns I, WE, YOU), spatial deixis (realized by place adverbials HERE, THERE), and temporal deixis (realized by time adverbials TODAY, JUST, FOREVER as well as realized by verbs used in present tense). The findings show that advertisers use this persuasive strategy in creative ways to persuade consumers to buy their products. |
