Pragmatic Approach on The Romanian Advertising Discourse

Abstract

The present paper is focused on analysing representative aspects concerning the Romanian advertising discourse viewed from the pragmatics point of view. The purpose of study is to offer a starting point for further investigations, taking into consideration, on the one hand,  the necessity of using pragmatics when building or analysing the advertising discourse, as well as the reduced number of pragmatic interpretations upon the advertising discourse in our literature, on the other hand. I have chosen the case study from among the methods of the qualitative research, presenting my point of view concerning  the advertisements under consideration. The findings and the results have been grouped in point of the outstanding features of the selected advertisements (situation of communication, deictic elements, theories of advertising). The present article comprises five parts: the first part is an introduction, the second part is  the literature review on the researched topic, the third part includes the research methodology, the fourth part presents the case study, and the fifth part presents the results,  the conclusions and the recommendations. The case study is made up of the most representative print advertisements belonging to the contemporary Romanian advertising space (2009-2013).    

Keywords: situation of communication; deictic elements; theories of advertising