Article Title：'Reason' and 'tickle' as pragmatic constructs in the discourse of advertising
Abstract：
This paper explores certain pragmatic features of advertising discourse. It focuses on and expands upon a binary distinction between types of advertising discourse which was proposed initially by Bernstein (1974) and which has been touched upon more recently by other commentators such as Cook (1992). This is the distinction between reason advertisements (those which suggest a motive or reason for purchase) and tickle advertisements (those which appeal to humour, emotion and mood), It will be argued that Bernstein's distinction can be accommodated relatively systematically within contemporary frameworks of language and discourse. Drawing on a range of work in pragmatics and in systemic-functional linguistics, this paper takes some tentative steps towards the development of a theoretical model which accounts for this particular communicative-cognitive dimension of advertising discourse. (C) 2001 Elsevier Science B.V. All rights reserved.
Keywords: advertising (discourse); conjunctive adjuncts; functional grammar; pragmatic inferencing; 'reason' advertising; 'tickle' advertising
DOI: 10.1016/S0378-2166(00)00004-7
Source：JOURNAL OF PRAGMATICS
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