Identification of Speech Acts: A Linguistic Analysis of Advertisements in Pakistan

Ammara Afzaal

Abstract

This study demonstrated the usage of speech acts in Pakistani advertisements employed to attract the addressees. Advertisements were used as a productive tool to entice the consumer to purchase the goods from the seller. The speech act theory by Searle (1969) provided a theoretical framework for the study of these advertisements. The data for this study were collected in the form of 30 written advertisements printed in newspapers and magazines and came from social media like Facebook were taken. A simple qualitative descriptive technique was used to analyze the data and to uncover the hidden directions and assertions used within the advertisements. The data were analyzed and classified according to speech act theory, and the frequency with which these speech acts had been used was noted, which provided the necessary evidence to support the idea that advertisers used speech acts usually to persuade the addressee, they provide them with information, arise their emotions and vows about the lucrative consequence of purchasing from them. The results of this study have shown that the most commonly used speech acts by advertisers are directives, commisive and assertive acts. These included the act of giving directions, orders, suggestions, and advice. They often used claim, assert, affirm, vow, and even promise the brand's reliability.