The document discusses pragmatics in alcohol advertisements, including slogans, taglines, and campaigns. It analyzes how pragmatics is used to promote different alcoholic drink categories like beer, rum, tequila, and vodka through the composition of slogans/taglines and characteristics of advertising campaigns. Examples of advertisements for each drink category are also provided and analyzed.

1. PRAGMATICS IN
ALCOHOLIC DRINKS
ADVERTISEMENTS
: Slogans
:Taglines
:Campaign

2. INTRODUCTION
 Psychology of Advertising
• Psychology - Inform
- Persuade
• Advertising - Influence
 Pragmatics of Advertisements
• Decoding process beyond the frame
• Using pragmatics to sell the goods or services
(Analysis of Advertisements: Sagar Tandon, 2014)

3. SLOGANS/TAGLINES
:CHARACTERISTICS
 Slogan
• A memorable phrase expressing an idea, purpose or claim.
(Core, 2008)
• Slogans differ from body text because they appear alone while body
text in an idea is like any running text.
(Fuertes-Olivera et al., 2001)
 Tagline
• A phrase that visually conveys the most important product attribute or
benefit that the advertiser wishes to convey. Generally, a theme to a
campaign.
(Laura, 2010)
(

4. PRAGMATICS COMPOSITION
IN SLOGANS/TAGLINES
 Presuppositions
 Emotional appeals
 Context “Implicatures”
 Intertexuality
 Deixis
 Fuzziness
(Sagar Tandon, 2014)

5. ALCOHOLIC DRINK
CATEGORIES
 Beer
 Rum
 Tequila
 Vodka

6. BEER

8. RUM

10. TEQUILA

12. CAMPAIGN
:CHARACTERISTICS
 Public Communication Campaign
• The media messaging as an organized set of
communication activities to generate specific outcomes in a
large number of individuals and in a specified period of time.
(Roger & Storey, 1987)
 Media Campaign
• A variety of multifaceted in highly planned and strategically
assembled as media symphonies designed to increase
awareness, inform, or change behavior in target audiences.
(Brian, 2000)

13. CAMPAIGN
:CHARACTERISTICS
(CONT. )
 Advertisement Campaign
• An advertising is typically broadcast through several media
channels.
• It may focuses on a common theme and one or few brands
or products, or be directed at a particular segment of the
population,
• Successful advertising campaigns achieve far more than the
isolated advertising, and may last from a few weeks and
months to years.
• A coordinated series of linked advertisements with a single
idea or theme.
(Business Dictionary.com, 2014)

14. VODKA

16. THE STORE
: AT T ENT IONING
Time Place
Perso
1: Just before the party, having fun! Oh my gods! Here, we have to get this
one. It's made only from potatoes that looks like famous people faces.
Maybe this
one for you.
2: Our friendship is over.
1: What's this one claim to famous?
2: It's just really good vodka.
1: Looks done and done. It's done to get the vodka.
2: Okay.
n
Perceptual
(demonstr.
adj.)
Discourse
(Marked theme)
Perceptual
(demonstr. adj.)
Perceptual
(demonstr. adj.)
Perso
n Assertive Act

17. TO GET READY
: BRANDING
1: Welcome…
Perso
n
2: What are you doing?
1: I make the VIP area! So, the ball, its can ball. You know!
3: So, do you guys think the music like?
Discourse
Perceptual
(Linked word)
2: Oh ! Ahh...
(demonstr.
adj.)
1: Woo Hoo!... I think I got this. Basically, the music should sound
like...European disco and
a well House in a Laundromat...just....Real world sky mall...Ouuu! Ping! Can I
should bring
Directive Act
a drink voucher? Well, Michelle's birthday? Wax on... Wax off... Wax on... Swip
the leg.
Do it!
2+3: So, anyway ah..., sure ! I just...She's in email.
Perso
n
Perso
n
Perso
n
Perso
n

18. THE BOUNCER
: I N T E N T ION I NG
2: What is happening here?
1: Oh! I got a bouncer. Bouncing!
2: Oh! In that case...here is...my guest list.
(Guest list: EVERYBODY)
Ilocution
Act
3: Okay! Ladies, gentlemen, models. Okay, Beard ...go!
Directive Act
Discourse
(Linked phrase)
Place
Person

19. THE MIXOLOGIST
: I N FORMI NG
Person
1: May I have a deconstructed martini?
3: Fantastic!
2: I exactly just want a deconstructed the martini.
3: First, we started with the sensual. Of course, the Smirnoff and ice.
You know what martini is a part of model. I like to really cure by my herb.
Nope. You actually should to have the permit to operate one of these,
but I don't. You cannot really shake it like this if you shock without its
well balance with this Smirnoff. But you're not like it whether the rest's
so sophisticated. And....Voila! I went a seven years to school for that in
Stockholm.
Discourse
(Linked word)
Person
Person
Person
Person
Discourse
:Linked word
:Marked theme
Discourse
(Linked word)
Discourse
:Linked word
:Marked
theme
:Linked word
Perceptual
(demonstr.
adj.)
Perceptual
(demonstr.
adj.)
Perceptual
(demonstr.
adj.)

20. THE VIP AREA
: D E S I R IG
1: Hey ! Let's get into the VIP area.
2: What are we doing in here?
1: we're VIPing, bottle service!
2: No, the bottle service is out here too. And people are having
conversations...and smiling
1: I gotta go!
3: This.. you can't be.
4: This DJ's …it’s amazing. It's well like Maggio birthday upon here.
Person
Place
Perceptual
(demonstr.
adj.)
Perceptual
(demonstr.
pron.)
Discourse
(Linked word)

21. THE DAY AFTER
: A C T ION I NG
Person
2: I gotta say that was a great party.
1: Totally!
3: Who made this? It's billion.
2: Hey! That's my robe.
3: Fool time's a little bit unforgetting, considerate to invest to
get into the bed sleep sake.
1: He's got a point.
Person
Perceptual
(demonstr.
adj.)
Ilocution
Act
Discourse
(Marked theme)
Discourse
(Marked theme)

22. -------FIN-------
DISCUSSION
&
QUESTIONS