PRAGMATIC FUNCTIONS OF FOREGROUNDING IN ADVERTISING DISCOURSE
Keywords:
foregrounding, advertising discourse, pragmatics, deviation, parallelism, persuasion, consumer behavior, stylisticsAbstract
This article explores the pragmatic functions of foregrounding in advertising discourse. Drawing from stylistic and pragmatic theories, it examines how linguistic deviation and parallelism are employed in advertisements to attract consumer attention, enhance memorability, establish brand identity, and influence decision-making. Through the analysis of selected commercial texts and slogans, the study reveals that foregrounding not only serves aesthetic purposes but also plays a strategic role in persuasive communication. The findings contribute to a deeper understanding of how language is manipulated to achieve specific communicative goals in the commercial domain.
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