A Pragmatic Analysis of Deixis in Automobile’s Advertising Slogans


    This paper tends to study the way deixis is used and performed varieties of functions in the slogans of automobile advertisements. The paper aimed at identifying and examining the usage of deixis in some selected slogans of automobiles advertisement that were enacted to companies. The data collected for this research were sourced from the internet. To attain the desired aim of the paper, the Gracean Cooperative Principle was employed as the framework of the analysis. The analysis revealed that, out of thirty-three (33) slogans collected, only eleven (11) were systematically selected and analyzed. The findings also revealed that all four maxims were flouted in the advertising English slogans, while maxims of quality and relation were the most violated in all the instances. It can be understood that automobile slogans utilized a high level of the maxim of manner. This paper confirmed that language is the most important tool of communication and social interaction between one-to-one or one-to-many in the exchange of information, ideas and attitudes, especially in advertisements.

    Keywords: Pragmatic, Deixis, Advertising, Slogan, Automobile

    DOI:  www.doi.org/10.36349/tjllc.2023.v02i01.008

    author/Abubakar, U.A. & Abubakar, G.I.

    journal/Tasambo JLLC | 15 May 2023 |  P. 65-72