In this article, we use the model of socio-pragmatic to show the pattern
of directive speech acts in Malay printed advertisements. Therefore, we will analyze
18 advertisements both institutional and commercial advertising published in
2014 in Malaysia. It is a qualitative analysis based on the Theory of Speech Acts
(Searle, 1969). This study reflects the strategies that advertisers apply in the texts
to persuade the consumers to change the attitude towards the products offered and
these strategies are varied. In these various strategies we found four directive acts
that are ‘request’, ‘command’, ‘warning’ and ‘advice’. The tendency of Malay advertisers to use such speech acts in their advertising arguments is not to show
rudeness or discourtesy but it is considered as a necessity to bring the attention
of potential consumers. However, advertisers tend to reduce the ilocutive effect of
directive speech acts with mild expressions in the advertising discourse in order to
maintain a good relationship between interlocutors.
Keywords:
pragmatics, speech acts, advertising discourse, Malay language, direct and indirect acts
Shahila Mansor, N., & Ridruejo Alonso, E. (2015). A Pragmatic Analysis of Direct Speech Acts in Malay Advertising. Lenguas Modernas, (44), Pág. 67 – 79. Retrieved from https://analesderecho.uchile.cl/index.php/LM/article/view/36395
