Pragmatic Traps in Arabic False Advertisements
DOI:
https://doi.org/10.69513/jnfh.v2n3.en4Keywords:
Pragmatic, False AdvertisementsAbstract
The present research paper investigates the Arabic deceptive language used by advertisers within a pragmatic framework. It sheds light on the issue concerning the tricks employed by advertisers that distort their advertisements in an attempt to affect their consumers' perceptions. Thus, it aims to identify the pragmatic traps in Arabic false advertisements. It is hypothesized that advertisers use false claims in their advertisements. It is also hypothesized that different pragmatic traps can be identified in false advertisements at the level of pragmatic aspects and theories. To achieve the aim of the study and verify its hypotheses, two independent models have been adopted for data analysis. The first one is concerned with identifying false advertisements.
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This model has been applied to 400 advertisement claims related to different types of products collected through an observation method from different sources. The second model is an eclectic one; it is concerned with identifying the pragmatic traps in false advertisements under the framework of Searle’s speech act theory (1979), Grice's cooperative principle theory (1975), Leech's politeness theory (1983), presupposition (1996), and deixis. After analyzing the data qualitatively. Finally, it is concluded that Arabic advertisements contain a specific type of deceptive advertisements which is false advertisements, and these false advertisements are presented differently through different strategies by advertisers. It is also concluded that different pragmatic traps can be identified in false advertisements at the level of pragmatic aspects and theories.
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