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The Conversation Frame: Forms and functions of fictive interaction
Edited by Esther Pascual and Sergeiy Sandler
[Human Cognitive Processing 55] 2016
► pp. 303–322

“Say hello to this ad”

The persuasive rhetoric of fictive interaction in marketing

| Independent scholar, Denmark
ORCID logo | 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: advertisement, embedded fictive interaction, fictive assertions/negations, fictive greetings, marketing strategy
Published online: 1 November 2016
DOI logo
https://doi.org/10.1075/hcp.55.15bra
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Cited by

Cited by 3 other publications

Fonseca, Paula, Esther Pascual & Todd Oakley
2020. “Hi, Mr. President!”. Review of Cognitive Linguistics 18:1 ► pp. 180 ff. DOI logo
Pascual, Esther, Aline Dornelas & Todd Oakley
2017. When “Goal!” means ‘soccer’. Pragmatics & Cognition 24:3 ► pp. 315 ff. DOI logo
Pascual, Esther & Emilia Królak
2018. The‘listen to characters thinking’novel. Review of Cognitive Linguistics 16:2 ► pp. 399 ff. DOI logo

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