“Say hello to this ad”

The persuasive rhetoric of fictive interaction in marketing

Line Brandt | Independent scholar, Denmark

Esther Pascual | Zhejiang University, China

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: fictive assertions/negations, marketing strategy, fictive greetings, advertisement, embedded fictive interaction

Published online: 01 November 2016
https://doi.org/10.1075/hcp.55.15bra

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Cited by

Cited by other publications

Pascual, Esther, Aline Dornelas & Todd Oakley

2017. When “Goal!” means ‘soccer’. Pragmatics & Cognition 24:3 ► pp. 315 ff.

Pascual, Esther & Emilia Królak

2018. The ‘listen to characters thinking’ novel. Review of Cognitive Linguistics 16:2 ► pp. 399 ff.

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