COGNITIVE-PRAGMATIC STUDY OF ALLUSIVE UNITS IN ADVERTISING DISCOURSE

Abstract

Advertising discourse is a complex interplay of linguistic, semiotic, and pragmatic elements designed to persuade and influence audiences. Allusion, as a specific type of intertextuality, plays a crucial role in this process, drawing on shared cultural knowledge and cognitive processing to create meaning and impact. A cognitive-pragmatic approach to studying allusive units in advertising discourse seeks to understand how these references function within the cognitive framework of the audience and the pragmatic context of the advertisement. This involves examining the cognitive processes involved in recognizing and interpreting allusions, as well as the pragmatic effects they generate, such as humor, engagement, and persuasion.