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| List of Tables | |
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| Acknowledgments | |
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| Introduction | |
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| Media language | |
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| Goals of this study | |
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| Preliminaries | |
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| Purpose of the study | |
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| Advertising and persuasive discourse | |
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| Lakoff (1982) | |
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| Geis (1982) | |
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| Other studies | |
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| Overview | |
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| Procedure and Method | |
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| Design of the study | |
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| Sources for data | |
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| Data collection | |
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| Variables | |
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| Method of analysis | |
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| Speech acts | |
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| Indexicals and politeness | |
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| The Cooperative Principle | |
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| Implicature | |
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| Novelty | |
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| Other strategies | |
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| Contribution to persuasion | |
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| Sample analysis of an ad | |
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| Speech acts | |
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| Novelty, flattery, and humor | |
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| Politeness, indexicals, and implicature | |
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| Grice's Maxims | |
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| Summary | |
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| Analysis and Results | |
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| Introduction | |
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| Pragmatic strategies reflected in the data | |
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| Context | |
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| Speech acts | |
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| Indexicals and politeness | |
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| Grice's Maxims | |
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| Speaker considerations | |
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| Pragmalinguistic variables | |
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| Other strategies | |
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| Summary | |
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| Linguistic realization of strategies in the data | |
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| Speech acts | |
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| Indexicals | |
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| Politeness | |
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| Implicature | |
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| Grice's Maxims | |
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| Novelty | |
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| Minor categories | |
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| Summary | |
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| Distributive patterns | |
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| Context and similarities | |
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| Differences in general pragmatic strategies | |
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| Differences in individual pragmatic strategies | |
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| Summary | |
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| Summary of analysis and results | |
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| Pragmatics and Persuasion | |
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| Introduction | |
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| How pragmatic strategies effect persuasion in the data | |
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| Goals of persuasion | |
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| Results: speech acts | |
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| Results: novelty | |
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| Results: indexicals and politeness | |
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| Results: implicatures and violations of maxims | |
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| Results: speaker considerations | |
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| Results: minor categories | |
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| Summary | |
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| Conclusions and Implications | |
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| Conclusions | |
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| Reorganization of categories | |
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| Summary of pragmatics and persuasion | |
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| Support of existing literature | |
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| Applications, limitations, and implications | |
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| Applications for teaching | |
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| Limitations of the study | |
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| Implications of study and further research | |
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| Conclusion | |
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| A Critical Review of Literature | |
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| A brief history of advertising | |
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| The language of advertising | |
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| Copywriting | |
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| Pragmatics in advertising discourse | |
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| Studies of Spanish advertising | |
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| Pragmatic categories addressed in this study | |
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| Speech acts | |
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| Indexical expressions | |
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| Politeness | |
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| The Cooperative Principle and Grice's Maxims | |
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| Other strategies in advertising | |
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| Database Sample | |
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| Number of Comparable Ads by Product in Each Country | |
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| Distribution of Pragmatic Strategies: Preference by Country | |
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| References | |