Abstract
The purpose of this paper is to investigate the difference between 35 social and 35 commercial ads that gathered through the internet. Socio-pragmatic strategies that used in ads including Grice (1975) cooperative principle (CP), Leech (1983) politeness principle (PP) and Searle (1970) speech act to persuade persuadees. The findings revealed that cooperative principles are mostly observed in both kinds of advertisement. And there was significant difference in social and commercial ads. This paper indicates that cooperative principles appear to be the more powerful constraints in advertising discourse than politeness principles. As well politeness principles are to be applied in commercial ads significantly more than in social ads. Speech acts are similarly observed in social and commercial ads and they are almost never violated.
Highlights
Goddard (2002) said that advertising is all around us
According to bottom table cooperative principles are mostly observed in both kinds of advertisement, whether social or commercial ads
That means cooperative principles are never ignored in advertisement, they are represented in ads, either observed or violated
Summary
People are exposed to them from a variety of sources and in a variety of forms. They receive them from different channels as radio, TV, newspapers, internet, etc. Many people, including the advertisers themselves, claim “advertising has become one of the most important influences in our lives” Advertisements are messages that designed to promote products, services, or ideas (Tahririan, 1995). The main function of advertising is to persuade people to buy the product, and it includes entertain, amuse, inform, misinform, worry or warn (Cook, 2001). Cook (1992) identifies advertisements as a kind of discourse According to Schmidt and Kress (1986, as cited in Peterkova, 2008) persuasion is a voluntary change in someone’s attitudes, beliefs or behavior through the transmission of a message. Cook (1992) identifies advertisements as a kind of discourse
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