The pragmatic linguistic analysis of the communicates of TV commercials The pragmatic linguistic analysis of the communicates of TV commercials The pragmatic linguistic analysis of the communicates of TV commercials The pragmatic linguistic analysis of the communicates of TV commercials

The object of the thesis – the communicates of TV commercials. The objective of the research – based on the speech act theory, to analyze micro acts (linguistic act sub-units of smaller scale) involved in TV commercials broadcast in Lithuania, their intentions (functions), and to reveal specifics of linguistic structure expression, and its interaction with image and sound. TV commercials have never been analyzed based on the speech act theory before. Moreover, linguistic act classification has been applied to TV commercials for the first time ever. There is examined the structure of advertising macro act, developed typology of micro acts. Detailed classification of micro acts highlights intentions of sayings of broadcast television commercials. The intentions convey the intents of message sender (addresser). It’s noticed that image and / or sound can convey particular intentions, which consist with intentions of linguistic acts or complement them. Expression of the linguistic relation between addresser and addressee is actual for analysis of linguistic acts of broadcast TV commercials. It depends on the objective group of the consumers. The research of micro acts of broadcast TV commercials realizing that speech act theory encompassed by pragmatic linguistics can be purposefully used for analysis of TV commercials