Прагматика як ключовий фактор ефективності англомовних слоганів

Abstract

This paper examines the pragmatic aspect of English-language advertising slogans, which serve as a crucial communication tool between brands and consumers. Specifically, the article explores how advertising slogans influence consumer behavior through a multi-level pragmatic structure encompassing physical, emotional, cognitive, social, and axiological dimensions. Distinct examples of specific advertising slogans that illustrate the variety of their impact on different aspects are provided. The importance of pragmatic intentions behind each exemplar is analyzed in order to define how they appeal to various levels of consumer awareness and emotional responses. It is provided to tailoring different advertising slogans to address the precise demands of target audiences, stimulating their subconscious aspirations and social values. The author summarizes theoretical approaches to the pragmatic analysis of advertising slogans, particularly the works of G. Grice, J.L. Austin, and L. Holmes, which reveal principles of economy, relevance, and salience, as well as the role of cultural contexts in the perception of advertising messages. The study also examines how different cultural and social factors can alter the effectiveness of advertising campaigns, particularly in diverse linguistic and regional contexts. The author also emphasizes that advertising slogans have the ability to evoke emotional responses from consumers, creating associations that influence purchase decisions and brand loyalty. It also explores functional-semantic types of advertising slogans that differ in their pragmatic intentions and goals aimed at addressing specific consumer needs. In particular, the paper outlines how advertising slogans may be oriented toward pragmatic strategies of persuasion, encouragement, fear, or self-identification, contributing to the development of long-term relationships with the target audience. The conclusions underline the significance of pragmatics in developing effective advertising strategies, taking into account not only linguistic, but also cultural, social, and psychological factors, and underscore the demand for applying pragmatic principles to ensure the maximum effectiveness of advertising campaigns in a globalized world.

Keywords: pragmatics, advertising slogans, consumer behavior, cultural contexts, pragmatic analysis, communication, advertising strategies, consumer influence.