The Pragmatic Aspect of Advertisements

Paper Summary:

This paper examines the differences between the language used in advertisements in the United States and the Kingdom of Saudi Arabia. It uses examples of English-language advertisements in both countries. It compares the same type of advertisements to determine what has changed in the use of language in the Kingdom of Saudi Arabia print advertisements in mainstream newspapers in recent years. The paper then selects and analyzes advertisement content found in two representative newspapers in each country.

Table of Contents:
Abstract
Chapter 1: Introduction
Statement of the Problem
Significance of the Study
Purpose of Study
Importance of Study
Rationale of Study
Chapter 2: Review of Related Literature
Background and Overview
Print Media in the U.S. and Kingdom of Saudi Arabia
Current Trends and Influences
Pragmatics and Content Analyses of Print Material
Research Questions
Chapter 3: Methodology
Theoretical Framework
Limitations of the Study

From the Paper:

"Therefore, the importance assigned to pragmatic meaning of various textual elements does not end the primacy of their semantic meaning (Cook, 1992). Nevertheless, words have a wide range of influential factors involved for their user besides their denotation, which supposedly persists across different contexts, and its pragmatic function, which supposedly varies systematically across contexts. In this regard, Cook adds that, "These aspects of a word are so many and so vast that knowledge of them will vary considerably from user to user" (1992, p. 99). Consequently, all readers will bring some unique qualities to the interpretation of newspaper advertisements that will likely affect their decision whether to purchase a given product or service, but content analysis remains a subjective realm that requires the careful selection of relevant themes and how the results are interpreted to ensure that these factors are taken into account."

Sample of Sources Used:

• Abernethy, A. M., & Franke, George R. (1996). The information content of advertising: A meta- analysis. Journal of Advertising, 25(1), 1-17.
• Albrecht, K. (2006, September-October). Eight supertrends shaping the future of business. The Futurist, 40(5), 25.
• Al-Makaty, S. S., Boyd, D. A., Van Tubergen, G. A., & Whitlow, S. S. (1996). Attitudes toward advertising in Islam. Journal of Advertising Research, 36(3), 16.
• Bruthiaux, P. (1996). The discourse of classified advertising: Exploring the nature of linguistic simplicity. New York: Oxford University Press.
• Caron, S. L., Halteman, W. A., & Schlenker, J. A. (1998). A feminist analysis of Seventeen Magazine: Content analysis from 1945 to 1995. Sex Roles: A Journal of Research, 38(1- 2), 135.

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