Analysis of the Deictic Markers in the Language of Advertisement

  • Marzooqa T.Raheel


Language plays 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. The study of language as a means of communication has become an important aspect in linguistics. Furthermore, Lyons (1969: 275) mentions that " Every language-utterance is made in a particular place and at a particular time: it occurs in a certain spatio-temporal situation". Each utterance is made by a particular person(the speaker) and is usually addressed to some other person (the hearer). Communication from the perspective of advertising takes into consideration the contextual dimension that is a matter of pragmatic which investigate those parts of the discourse that are often the essential factors of the advertising discourse and its hidden message. The discourse of advertisement became the subject of extensive linguistic research. Advertising is 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 message to reach the target message. Traditionally, deixis in discourse analysis underlines the relationship between the language and context that has been defined through language of spatial, or temporal context. The research aims at analyzing the language of advertisement in terms of person, place, time and social deixis. The notion of deixis is applied in the present study in order to introduce and handle the features of language of advertisement. The timing, place, message have their importance in the communicating process ..