الفهرس 
A Theoretical Foundational IntroductionOnly 14 pages are availabe for public view
 |  | from | 186 |  |  |
| | | from | 186 | | |
Abstract
The present study attempts to provide a socio-pragmatic analysis of
the language of advertising, and in particular the language of Arabic TV
advertisements. The advertisements have been taped randomly from
various Egyptian and Saudi Arabian channels and they are analyzed
along several dimensions, using theoretical insights of linguistic
pragmatics and sociolinguistics to ask what the advertisement is seeking to
do and what message the viewer is likely to derive.
The pragmatic analysis of the data has been conducted in terms of
the following variables; namely, Implicature, Speech Acts and Deixis. As
for the sociolinguistic analysis, it concentrates on the relations between
Arabic advertisements and the notions of Style, Register, Power, and
Culture.
Implicature has been the first variable in the pragmatic analysis. Data
analysis shows that Egyptian and Saudi Arabian advertisements make use
of conventional implicature, theoretical implicature and conversational
implicature. Advertisers make use of conventional implicature because it is
considered as a property of a given sentence. Concerning the use of
theoretical and conversational implicatutre, advertisers employ these types
of implicatures because they have to be worked out by the listener and
accordingly the listener may find them to be more persuasive than
asserted claims.
The analysis of speech acts in the data has shown that the speech
acts in Egyptian and Saudi Arabian advertisements might be
categorized as a kind of directive whose function is realized in such
different ways as in making an order, a suggestion, an advice, or a
request.
Deixis has been the third variable in the pragmatic analysis. Data
analysis has revealed that deixis in Egyptian and Saudi Arabian
advertisements is used as a strategy to involve the speaker and the
viewers. Time, place, and person deixis in the data all have the
common aim of the union of the participants in the message.
A sociolinguistic analysis of the data has also been introduced.
This analysis has shown that there are speech patterns that recur so
commonly in Egyptian and Saudi Arabian advertisements which may
suffice to constitute a register. The analysis has also shown that the
speech style employed in Egyptian and Saudi Arabian advertisements
which aimed at viewers directly is relatively formal. As for the
interview-type advertisements, the speech style is proved to be
relatively impersonal i.e. consultative in style. In addition, interviews
sometimes employ a relatively casual speech style as a sign of
candidness. Also, a categorization of the wide range of the forms of
styles used in interview-type Arabic TV advertisements which have
been identified as part of this study is offered.