Beruflich Dokumente
Kultur Dokumente
Abstract
The semiotics of print advertisements goes beyond the arrangement of the visuals: the image and
the words. Linguistic choices and utterances are key points in understanding an ad. A glossy
magazine page to the tabloids and to the national dailies, these advertisements have come to stir
and conquer peoples’ minds on their efficiency and ability to influence. The communicative
aspect of these advertisements is looked into in this paper as it identifies common utterances and
conversational maxims observed and used in the advertisement samples. Since to understand hair
advertising.
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INTRODUCTION
If you don't get noticed, you don't have anything. You just have to be noticed, but the art is in
getting noticed naturally, without screaming or without tricks.
--Leo Burnett (1891 - 1971)
U.S. advertising executive.
Crossing the busy street of Ponciano, one can easily see a large tarpauline of a woman
endorsing some whitening, beauty products. Looking up on San Pedro Street, one can also see a
group of teenagers posing for the clothes they have on them. Wherever one turns, a kaleidoscope
of colors occupy the walls and posts of buildings trying to market some people’s brain child.
Yet, even the national dailies have their share of this marketing strategy. Just along the road of
STI College, an elderly man frowned at the picture of Manny Pacquiao holding a bottle of
Ginebra.
businesses. Each of the products being advertised tries to create a better, if not really a new,
“you.” Will Rogers has said of advertisement as “the art of convincing people to spend money
they don’t have for something they don’t need.” On the other hand, Stephen B. Lealock has
described advertisement “as the science of arresting the human intelligence long enough to get
money from it.” It is interesting to note that advertisement equates to some monetary values as
these two quotes implied; though, not all advertisements are directed at gaining money by selling
a particular commodity. However, this paper will not be compiling quotes from people on their
views of advertisements—with or without money—nor this paper will try to define what
advertisement is. Instead, this paper attempts to look into the discourse of advertising.
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television or Internet advertising something such as a product for sale or an event (Encarta).’
Guy Cook (1992) has defined advertisement as ‘the promotion of goods or services for sale
through impersonal media.’ Despite its idea of selling and marketing a certain product,
general to create judgment of a certain product. Thus, it is rather unusual to see publications or
integral part of popular culture since it is deeply rooted for people to be influenced and
persuaded by what is considered the mainstream culture. In print forms, broadcast ads or even in
Internet, one sees arrays of beauty soap, cosmetics, clothes, shoes and even educational services
Because of its contemporariness, a lot of research has been given to study advertisements
—in its definition, meaning, forms, and all its nuances. The discourse of advertising, therefore, is
not a new field of study. Several papers have been published to analyze the linguistic choices and
features to semiotics and text functions (Hidalgo-Downing, 2003 and Cook, 1992). The analysis
of the text beyond its denotative meanings could not be stated better than by Cook when he
wrote that “words are referred to disparagingly as 'surface forms' and their importance is
ephemeral; what matters is their 'deep' meanings or structures. (1992)” Thus, one concludes that
the discourse of advertising is an exploration beyond words and the visuals as it tries to forge
relationship to the readers or the target audience, the product or services being sold and the
companies or establishments marketing their products. And as Bezuidenhout has pointed out, the
discourse of advertisement creates a challenge to the people—the readers, the audience and the
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(1998).
So, how does one go about in choosing words? In advertisements, people often wonder
the efficiency of a catchphrase, a slogan, or even an image. One, then, asks what makes an
advertisement effective and catchy as it should be? Do images really play a vital role?
For Austin in his book How to Do Things with Words and his theory of speech acts and
performative language, words are created in certain contexts with the intention of bringing about
and achieving effects both to the readers and hearers. Thus, words are uttered with a certain
intention of bringing about an effect—that ‘to say something is to do something. (Cline, ___)’
There is also the consideration that whenever one speaks, he or she does not just ‘practice his or
her vocal cords (Bach and Harnish as cited by Cline, ___).’ Since advertisements are created to
persuade, influence and communicate, words and utterances in advertisements are created and
then used in a particular context. As Cline has put it, Austin “stated his belief that studying
words or sentences (locutionary acts) outside of a social context tells us little about
If Austin has defined a locutionary act as simply uttering a sentence with meaning
according to the stresses, tones, and phonemic structure, an illocutionary act as a performance of
an act of saying something, and a perlocutionary act as what the speaker intends to achieve by
saying something, thus, an advertisement is a combination of the latter acts: the illocutionary and
1
In literary criticisms, reading beyond the superficial texts and meanings is called as close reading. So, one can say
that discourse analysis is close reading.
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When Searle further studied Austin’s Speech Act Theory in 1969, the former expounded 5
illocutionary/perlocutionary points from the three general points posited by Austin to better
understand the utterances or speech acts. Because to say something is to do something, this paper
analyzes the discourse pattern within the words printed in an advertisement using the 5
This paper, hence, aims to identify discourse patterns used in print advertisements
particularly those found in newspapers and other publications. Also, this paper looks into the
samples of advertisements in line with the conversational maxims of Paul Grice in analyzing
utterances.
Then again, the focus of this paper on printed advertisements is also its delimitation. For
the purposes of this study, the author narrowed down the samples of advertisements into three
general categories, namely: The samples are also classified into general groups, namely: hair
grower and similar merchandise (shampoos and conditioners), body slimming, hair removal and
laser services, and skin care products (creams, moisturizers, whiteners and the likes found in the
national dailies, tabloids and other similar publications. The researcher opted for these examples
since they are the common and most accessible as of the moment of writing this paper.
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ANALYSIS
Nobody counts the number of ads you run; they just remember the impression you make.
--William Bernbach (1911 - 1982)
U.S. advertising executive.
pattern common in the newspapers and other printed publications. The samples are also
classified into general groups, namely: hair grower and similar merchandise (shampoos and
conditioners), body slimming, hair removal and laser services, and skin care products (creams,
Common to the catchphrases of the advertisements under this category is the Assertive-
Directive pattern of the words. Then, there are a few Commissives found even on the assertive-
directive utterances pattern. This is unsurprising because the advertisement patterns are not
conclusive. Instead, utterances overlap. This means that even if a part of the statements falls
under the Assertives, the whole advertisement does not have to be in the Assertive speech act
Assertives are statements that may be judged true or false because they purport to describe a
state of affairs in the world. The following phrases describe what the companies or endorsers
believe to be true for their products and services. According to Prof. Elhaloui in her presentation
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on An Introduction to Speech Act Theory, examples of assertives are statements that assert,
claim, describe and conclude. The texts are written according to the order in which the words are
found in the samples. (See Appendix for the copy of the cut out.)
REAL HAIR. REAL RESULTS.
NO GIMMICKS.
---
No maintenance. No hassles.
Just Results.
---
FREE AND PRIVATE
CONSULTATION
---
Unit 3108, 31/F Tycoon Centre
Pearl Drive, Ortigas Center,
Pasig City, Philippines
(Email Address & Mobile
Number)
--Manzanares Hair
Restoration Center
For this example, the hair clinic claims the following statements as to the kind of
satisfaction a possible client can get if ever he or she avails of their service. REAL HAIR. REAL
RESULTS. NO GIMMICKS. This ad claims this ‘kind of reality’ and ‘truthfulness’ on the
PRIVATE CONSULTATION. Also, this ad simply describes the result of the hair restoration
services and procedures the clinic can offer. This is the truth for the Manzanares Hair Restoration
Center, and it is an assertive statement. Even the location of the business, contact numbers and
the email address are considered as assertive statements since they all reflect what the company,
which is the Manzanares Hair Restoration Center, believe and claim as their cite of business.
But then again, the address and the contact numbers can also be seen as a directive
statement with an implication to the readers to visit or call them in the reflected address and
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numbers on the advertisement. A directive statement, on the other hand, is a statement that
attempts to make the readers or the other person do something. Statements in directives ask,
order, request, and invite the readers. There is, thus, an attempt from the speaker—the company
advertising—to get the readers, possible clients, and consumers in general to act or do something
We also offer…
---
Call Us Now
706 1698
www.manzanareshair.com
-- Manzanares Hair
Restoration Center
The imperative directs the subject, which is You, to grow, avail, call or visit their
website. Though the first statement is a directive, it has in itself a ‘sense of claim’ that the clinic
uses the ‘cutting-edge and advanced medical technology.’ In effect, this statement has an
and possible clients to GROW BEAUTIFUL NATURAL HAIR TODAY—an Assertive statement
‘cutting-edge and advanced technology,’ is a claim and a description on the advertisement of the
TRAINED DOCTOR! WITH US—YOU GET BOTH QUALITY AND QUANTITY. Yet, it is this
last statement that openly guarantees the possible clients and readers of the ‘quality’ of service
one gets from the hair clinic and that it guarantees YOU GET BOTH QUALITY AND
QUANTITY. It is also a claim for the clinic—so, an assertive—because the statement describes
the results or future results if one avails of their hair restoration service.
Restoration Center that aside from hair transplant, the clinic also has SCALP TRANSPLANT,
statement, this part of the advertisement commits the speaker (the company being advertised) for
The last statement, however, is just an imperative by itself—a Directive. CALL US NOW
—directly commands the readers and possible clients to call the clinic if ever they want or they
need the hair restoration service. On the other hand, no other directive statements directly
introduces the website. But by simply writing and placing the url— www.manzanareshair.com
--just below the telephone number already implies that ‘you’ or the reader also visit their website
and find out for yourself if what they really offer is “REAL HAIR. REAL RESULTS. NO
GIMMICKS.”
known celebrity host of a singing game show. Unlike the previous example, this hair solution ad
does not employ that much words as reflected by the former. Neither does this second
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(Telephone Numbers)
--HairMaxx
Philippine Center for Hair
Restoration Surgery
Beside the tag line is the celebrity’s picture, as if filling in the sparseness of words from
the advertisement. But like the previous example, the statement claims something as true of the
type of service the hair center can offer. This statement exemplifies another type of assertive
since it merely describes and claims that HAIR TRANSPLANT [is the] REAL AND PERMANENT
SOLUTION TO HAIR LOSS. It is then implied that the type of service this hair clinic has is hair
transplant.
Just below the assertive statements are telephone numbers. No other statement introduces
these numbers. Therefore, one can assume that the mention of the contact numbers is an
assertive utterance and at the same time a directive utterance. Not just that these numbers claim
to be the contact numbers of the clinic; but they also pose as a directive, telling its readers and
possible clients to call HairMaxx and avail of the hair transplant the hair center claims about.
DO IT
BEST &
HAVE A
FULL HAIR!
---
SIMPLY YOUR ULTIMATE
INEXPENSIVE WAY TO REAL HAIR
GROWTH
This advertisement directly puts its readers and possible clients into doing something. By
definition, a directive statement attempts to make the readers or hearers to do something. For this
example, DO IT BEST & HAVE A FULL HAIR, orders the readers and possible clients that they
should do it best whenever they want to have a full hair. And an ULTIMATE INEXPENSIVE
WAY TO REAL HAIR GROWTH—an assertive—is to use the Ultimate Hair Growth Tonic. This
hair tonic claims that the product is inexpensive and the definitive solution to have a full hair!
The inclusion of the logos of two big pharmacies is also an assertive being reinforced by
the images of Mercury sprinting and the large rectangular space with the letters ‘W-a-t-s-o-n’ in
it.
T.A.P stands for TRY AND PROVE. This is another directive statement ordering the
readers or the possible clients to, indeed, try and prove the tonic for themselves.
Much like the first two examples of the hair grower advertisements, the contact numbers,
and this time, the price offer, are overlapping utterances. Both are assertives, directives, and also
commissives as they: 1) claim and describe that the product costs at this particular amount—P
1,175; 2) with the contact numbers on the ad, it invites its readers and possible clients to avail
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and buy the product at the given price; 3) the product is offered at that particular price, and by
including the contact details, the product’s company guarantees of the hair tonic’s availability,
By asking a question, one expects a future act, which is to answer the question. That is
how the advertisement of All About Image is constructed. This time a proposition accompanies
the utterance. Aside from the three general speech acts coined by Austin, he had also created two
locutionary acts—an utterance act and prepositional act. An utterance act is a locutionary act
where something is said and which may not have a meaning at all. A prepositional act is a
The proposition in this next example refers the readers or audience to a certain age—
YOU’RE 25, YOU LOOK 40. By itself, the words do not communicate something. Instead, it
communication. As a Now
directive,
comesthe new
advertisement’s tag lineimplanted
CTR , 100% admonishes and asks the readers
human hair grafted with non-
why don’t they want tosurgical
read the ad. infusion. There’s nothing
else like it.
845-0879
924-1894
(offices:
addresses/branches/contact details)
--All About Image
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Another proposition introduces the succeeding sentences of the same advertisement. But
at this point, the proposition also tries to claim that you, the reader, HAVE ALWAYS WANTED
TO DO SOMETHING ABOUT YOUR HAIR LOSS. Assertives are statements that can be judged
true or false. When the previous examples describe the ‘kind of truth’ for their products and
services, All About Image claims a truth for its readers, a hypothesis and insistence, that the
readers, indeed, have always wanted something to do for their hair loss. Yet, NOTHING
REALLY SUITED YOU [them]. Therefore, the product being advertised is the solution to such
problem. This is another assertive, or a claim, statement that implanting human hair with non-
surgical infusion is the solution. Yet, despite the claim, the statement is also a kind of guarantee,
or a commitment—a commissive—that what the advertisement reflects are also what the
company is set forth to do in the future. NOW COMES NEW CTR , 100%—sounds like a
promise and an assurance that there is really the existence of such non-surgical hair implanting
procedure and it is 100% human hair, not animal’s hair, nor synthetic, but human’s hair. The hair
clinic also promises that the hair implant is 100% human hair, nothing more, nothing less.
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Moreover, THERE’S NOTHING ELSE LIKE IT. This concludes and, in a way, confirms that the
And so, for the readers, to know more about All About Image’s service, the ad advises
readers to CALL FOR A FREE CONSULTATION TODAY. This is a directive statement since it
Like the rest of the examples before this, this advertisement also has overlapping
utterances in its taglines. When the other ads start with an assertive, All About Image begins
But unlike the other advertisement samples, All About Image includes a warning—still, a kind of
directive statement—but an unlikely presence among the rest of the advertisements being
Two different ads for one hair clinic, this is the Pinedahair Clinics. In both of their
advertisements, they use directive statements to: 1) ask the reader or a possible client about hair
restoration; 2) tell and order the client to have his or her hair done by the DOCTOR WHO DOES
THE MOST. It should be noted that in both advertisements, the directive statement ‘HAVE IT
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DONE BY THE DOCTORS WHO DOES THE MOST’ is found in the two sample cut outs. When
the first ad asks the readers about something (the hair restoration), the second ad openly orders
the readers to have their hair done by the doctor who does the most. It also presupposes that the
readers are familiar with who the doctor is, what the advertisement is trying to market, and what
Both ads also employ visuals: the before and after of somebody else’s head. However, the
first ad only has a pair of before and after hair transplant while the other has two pairs of results
as it also has two different heads being advertised. An interesting feature of the two
advertisements is their usage of visuals and words. When advertisement 1 only has a pair of
before and after hair transplant, the advertisement contains a profile description of Dr. Pineda
and the services the clinic offers. The second advertisement reflects otherwise. With the two
pairs of before and after hair transplant results, the second ad informs that the ONE HAIR
an assertive statement that describes the state of affairs or procedure of the hair transplant. T be
his statement also describes what the company, the speakers, the hair clinic believes to be true in
At the latter part of the second ad are the contact details, addresses and related
information meant to inform the readers of Pinedahair Clinics’ contact information. But then
again, listing down this kind of information in an advertisement already presupposes that readers
and possible clients only have to call or visit the addresses, websites and telephone numbers to
avail of their service. Therefore, this statement is not just an assertive but also a directive
Thus, the discourse pattern being observed by the second ad goes as Directive-Assertive-
Assertive (Directive). The parenthesis implies that there is an overlapping on the utterances in the
advertisement.
To contrast the second advertisement with the first one, after the directives are a series of
overlapping utterances. Assertive and commissive statements are both reflected in the ensuing
sentences.
THINKING ABOUT HAIR RESTORATION?
Have it done by the Doctor who does the most.
---
We at Pinedahair Clinics specialize in hair
transplants. Dr. Pineda is a Beverly Hills
trained hair transplant surgeon and has done
over 4,000 patients himself. He is a member
of the International Society of Hair
Restoration Surgeons.
We reconstruct…
organization whose aims, visions and missions are all stated within the paragraph. The same
thing is also reflected in this part of one of the advertisement of Pinedahair Clinics. Much as the
statement claims and asserts, it also reflects a course of future actions from the speaker (the
advertising company) in that they SPECIALIZE IN HAIR TRANSPLANT. This describes a claim
by the hair clinic, but this statement is more of a commissive since it ‘commits the speaker to a
commit the speaker to future action. The succeeding sentences, however, though guarantees that
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Dr. Pineda is a hair transplant surgeon, is all but a mere description of the state of affair of the
utterance—an assertive statement. Despite the numerals reflected in the advertisement, the
statement commits nothing from the speaker (Pinedahair Clinics) for future actions. Instead, the
statement just “describes a state of affairs in the world; the act states what the speaker (company
A bulleted list of the clinic’s specializations follows thereafter in the advertisement. With
DAVAO ON SEPTEMBER 28, 2009, MONDAY. This is a future action from the speaker, and
Contact details to set an appointment with the doctor are introduced by an imperative, a
directive that requires the readers and hearers to do something about the statement. The office
and other information are detailed after the directive statement. Like the rest of the office
addresses and contact information, these details from Pinedahair Clinics are, then, classified as
an overlapping utterance of assertive and directive. Therefore, the contact details and office
addresses do not just describe their locations, but also, an invitation and request to call and avail
Svenson International, a hair and scalp clinic, claims the following in their various
advertisements:
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Nobody Re-creates
Your Own Hair Like
Svenson
--Svenson
However, in the advertisements, aside from the company’s claims, directive and
ANTI-HAIRLOSS TREATMENTS
Directive statements aims at making the hearer and reader do something. The above sets
of advertisements are few of the taglines and utterances employed by Svenson International. One
asks questions, thus a directive statement, while the second one reflects a list of commissive
statements. These statements commit the speaker (the company that advertises) of a future action
on their part. Though originally an assertive statement, ANTI-HAIRLOSS TREATMENT and its
succeeding taglines are better classified as commissives since they present more of a future action
and a guarantee from the advertisers (Svenson International) to the readers and audience that the
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Anti-Hairloss Treatments stop receding hairline, bald patches, overall thinning, restore thicker,
stronger and healthier hair. This statement is indeed a promise of satisfaction guarantee to the
readers whomever have the chance to look up and avail into this kind of advertisement.
The two magazine page ads of Svenson have different discourse patterns in its utterances;
but, they are not altogether different that those similarities are elusive. Only in its linguistic
arrangements and the choices of visuals where the differences lies as much. The advertisement
with a man holding his breath underwater has minimal words. Its statements are claims and
offers of what they can provide to their clients and possible clients who by chance read their
advertisement.
Svenson International provides more than
just hair recovery. We offer the most
advanced hair replacements that give you
what no other wig or toupee can.
Experience the natural look and feel of
your own hair and the confidence to do
whatever you want to do!
(Logo)
(offices: addresses/branches/contact
details)
--Svenson
utterances. The first sentence of the statement is a claim of what Svenson can give in its service.
But much as it is an assertive statement, it is more of a commissive utterance that commits the
P a g e | 21
speakers to a future action as described by its prepositional act. There is a reference of hair
recovery in the statement, but the ‘offer’ that the hair replacement clinic provides weighs more
than just the mere claiming of proving the service. Moreover, the statement ends with an
imperative and order for the readers and possible clients to EXPERIENCE THE NATURAL
avails of the Svenson International hair and scalp service, THE POSSIBILITIES ARE ENDLESS.
In this statement, the advertising company employs a semantic strategy of presupposition. In it, a
sense of familiarity is being implied to the readers or consumers and the product being
advertised. The presupposition being employed in this ad is that the readers and possible readers
are drawn into a kind of agreement that indeed possibilities are endless. Whatever those
CALL US NOW!—this is a directive that orders and invites the readers and possible
clients that to call Svenson is to achieve endless possibilities with hair recovery treatment.
The other Svenson glossy ad employs more words, and more visuals but smaller in sizes.
(See Appendix)
(offices: addresses/branches/contact
details)
--Svenson
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What one sees in this second glossy page advertisement of Svenson International is a
paraphrasing of the previous glossy ad. An assertive statement gives an overview of what is the
hair clinic about; then, a commissive statement introduces the kinds of services that Svenson
promises to provide to its possible and future clienteles. Thus, the patterns inherent in this
advertisement are overlapping utterances, which are mostly an overlap between an assertive and
commissives, and vice versa, and a directive statement concludes their advertisement with
utterances as: NOW, YOU CAN HAVE THE LOOK AND FEEL OF A FULL HEAD OF HAIR
AT SVENSON WITH CTR, YOU CAN RUN YOUR FINGERS THROUGH IT AND YOU’LL
However, several tabloid and dailies counterparts are not as ‘image-rich’ as the glossy
magazines are. Neither do the images have before and after treatment results. In black-white-and
gray, utterances in Svenson ads, though also overlap, are more on Commissives, Directives and
(Logo)
call 892-HAIR (4247)
(offices: addresses/branches/contact
details)
--Svenson
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In this example, the utterances are generally directives. The opening statement, which is a
question, already directs the readers and audience to respond and answer to what is being asked.
The statement is a directive that commits the other person or the readers and or audience to do
something, that is, to answer the questions. Another directives present in this advertisement
sample are the statements: STOP LOSING YOUR HAIR./GET THE PROVEN EFFECTIVE
SOLUTION. Both are imperatives, and therefore, pose a command to the possible readers and
clients to do as stated by the utterance. Other directive statements also found in this
advertisement is: IT’S TIME TO SAY GOODBYE—this statement urges the readers and or
Tricho-DHT inhibitor…
Hair Advance Stimulator Therapy
Transdermal Cosmetic Reconstruction (TCR)
(Logo)
call 892-HAIR (4247)
Similar to the other Svenson advertisements, the utterances found in this sample also
includes a directive statement, a commissive and also an assertive. Aside from the treatments
described and claimed by Svenson as one of their services, there are illustrations that are
Overall, Svenson International observes this common discourse pattern in the utterances
is inevitable. So, finding an utterance with two discourse patterns reflected in it is a common
The next utterances from Tricks Styling Gel and Sunsilk shampoo are reflective of just an
illocutionary act where the utterances all express a directive. An imperative by structure, the
three taglines—1 from Tricks Styling Gel and 2 from Sunsilk shampoo—ask and openly
command the readers and possible consumers to do something as stated by the utterances.
See what happens… When you never run out
of Tricks.
GET 24-HOUR BEAUTIFUL HAIR!
--Sunsilk
Do your Tricks
--Tricks
Stylish Straight or Captivating Curls?
Shape your hair, shape your life!
--Sunsilk
Style Collection
Another hair care cosmetics are the Cream Silk Hair Leave-On Conditioner collection.
P a g e | 25
Unlike the three previous utterances, tag lines found in the Cream Silk advertisement are
an overlapping of utterances. A directive statement telling the readers and possible consumers
that YOU HAVE THE ABILITY TO BE YOUR OWN HAIRSTYLIST EVERYDAY opens the
advertisement. But then again, this statement also describes what the speaker (advertising
A commissive utterance then follows the directive (assertive) utterance of the Cream
CONDITIONERS—is a commissive act that commits the speaker, the advertising company in
this case, to a course of action. That is to introduce. Another commissive (assertive) utterance
follows through the tag lines. Much as the utterances are commissives, they are also considered
P a g e | 26
as assertive statements as they claim that LEAVE-ONS FROM CREAM SILK HAS ADVANCED
FOR HAIR THAT MOVES are all claims as to what the leave-on conditioner’s effects as
speaker or the advertisement to a course of action that is to GIVE HAIR THAT SALON STYLED
assertive, commissive and directive statements. An utterance in this ad asserts that the spa does
the procedure WITHOUT SURGERY and at the same time directs the readers and consumers to
REVEAL and EXPERIENCE A MORE YOUTHFUL AND RADIANT COMPLEXION, which are
the benefits of the RF Thermalift. The commissive statements in this ad are those claims of
actions that the Bioessence Spa through the RF Thermalift procedure promise to offer.
P a g e | 27
Another directive statements in this advertisement instruct the readers for inquiries to
Thus, this advertisement observes the following speech act patterns as: assertive-
directive-commissive-directive utterances.
Two MediSkin Clinic advertisements market a nonsurgical fat melting procedure and a
fractional laser resurfacing. Though both advertisements direct the readers and consumers to do a
both advertisements do not really advertise the same services. But then, for the purposes of this
study, the author has found out that despite the different products and services endorsed by one
company, the linguistic patterns in the advertisement of the said merchandise observe a certain
similarity. Utterances in both UltraSlim and Pixel Treatment follow a directive statement—
utterances that aims to make the hearer do something; an assertive—describes and claims the
what the speaker or company believes to be true; and another directive statement. The directive
statements overlap with that of the assertives since the utterance is that of the contact details and
If to reshape one’s body is to bring a new you, then, indeed, a number of advertisements
have an assertive-directive overlap in utterances. Common among advertisements that fall under
the surgical and non-surgical services are the speech act patterns of a directive and then an
assertive utterance.
ReShape your body
Skin Doctors’ advertisement is an example where the utterances are mostly directives as
they instruct the readers and consumers to RESHAPE their bodies; invite the readers for a talk;
then order the readers to VISIT their clinic at the stated address.
On the other hand, a collaboration of OroDerm Facial Spa, SM City Davao and
OroDERM Facial Spa SM City Davao &
ULTRASHAPEclaim and guarantee to BRING YOU ANOTHER FIRST and THE NEW YOU!
ULTRASHAPE
The advertisement is all about aBrings
non-invasive
You fat reduction First…
Another and body-contouring procedure also
Call…
And put your best shape forward
--OroDERM ULTRASHAPE
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The utterances in this ad observe the following speech act patterns: assertive-commissive-
assertive-directive statements. First, the ad claims for no cuts and scars to lift and tuck bulges,
sags and wrinkly skin. Then, the program being offered by Marie France also claims, though
more on committing the procedure of eliminating flabs, wrinkles and sags. Another assertion
from this advertisement are the “breakthrough triple actions” it claims to have. However, beside
these claims is a 4-window image of wrinkly skin and flabby belly into tightened skin and flatter
tummy. These images represent the much-needed guarantee of the procedure. What the rest of
P a g e | 31
the utterances actually present are assertives and descriptions on how the procedure is being
done.
At the lower, right portion of the ad are the contact details, directing the readers where to
Oseur’ O’Mei Su
Simply Beautiful
AVAILABLE AT …
(Telephone Numbers)
--Oseur’ O’Mei Su
This advertisement sample is classified under the Skin Products category. O’Mei Su is a
pearl paste or cream coming in various sizes. The utterance for this particular product simply has
When Oseur claims that much ‘visuals’ in its advertisement, Summer’s Eve fills one-
fourth of a magazine page with words—utterances. Almost all the utterances are claims and
assertive statements of what the speaker (advertisement) believes to be true. And two of the
assertive utterances in Summer’s Eve are announcements that Summer’s Eve is AMERICA’S # 1
FEMININE HYGIENE PRODUCT LINE and 100% IMPORTED FROM THE USA.
The next utterance—ENJOY BEING A WOMAN—is a directive statement that urges the
reader, women in particular, to enjoy being one. The contact information is not just an
announcement of Summer’s Eve contact details. Since the information is written directly under a
can call or visit the product’s website. length, volume and curl the
Dramatic
elegance of satin sheen.
The utterances from this Shiseido advertisement are all but information about the new
kind of cosmetics that CREATE THE BREATHTAKING NEW LOOK FROM SHISEIDO. Even
the number of malls written at the bottom part of the sample is all just meant to inform. The
utterance common in this ad, therefore, is an assertive utterance since it merely describes a state
of affairs in the world and what the speaker (advertisement) believes to be the case.
In Crystalderm ad, most of the utterances are in directive statements, advising its readers
and consumers to MAKE [THEIR] SKIN GLOW/LET ITS NATURAL BEAUTY SHOW/CALL
US…/VISIT STORES AT…A directive statement aims at making the reader or the hearer do
something. An assertive statement, on the other hand, is a statement describing what the speaker
believes to be the case. The statement CRYSTALDERM written just below the endorser informs
CRYSTALDERM
Call us…
Website…
Visit Crystalderm Store…
Statements as MUKHANG BLOOMING (with direct translation) and THERE HAS NEVER
BEEN A BETTER TIME TO LOOK BLOOMING open the advertisement for Myra E Facial
Moisturizer. These are claims that the moisturizer company believes to be the case. Two
directive utterances, then, follow the assertive statements in the ad. Both ask and urge the readers
A shaver and a wax kit advertisement are examples of a skin care product. Both are not
creams, nor beauty soaps. But both are classified as tools for personal hygiene and skin care
products.
Less Drag. Less Pull. Less Irritation.
---
Thinner DLC Comfort Edge Blades Cut
With Less Resistance
Guaranteed no abrations!
In a Gillette Mach 3 ad, the utterances are merely descriptions and claims of what this
new shaver is designed to do: ONLY MACH 3 HAS STREAMLINED COMFORT EDGE
BLADES./ THE BLADES ARE GILLETTE’S THINNEST EVER/THAT MEANS WITH MACH 3,
THERE’S LESS DRAG AND PULL AND LESS IRRITATION. These are assertive statements,
which make up what the Gillete shaver is all about. The statements add up to the claim that
IRRITATION. And all these are nothing more just assertive utterances—words that the speaker
A magnified image of a chicken skin makes up much of Body Natur’s advertisement. But
before the image, an assertive statement attributes having the chicken skin from SHAVING AND
PLUCKING. Then, one assertive utterance follows another assertive utterance in the
advertisement.
assertive statement. The product claims that it does not give abrasion. But this statement is more
of a promise—a guarantee— that the product can assure. So, the action is more from the speaker
Then, another assertive utterance concludes the advertisement, claiming and informing
the readers of the items that go along with the watch kit.
On the Maxims3
Identifying the speech acts using Searle’s definition accounts for the speech act pattern
common in advertisements, particularly in the utterances in a print advertisement. But then again,
studying the discourse of these sample advertisements using the Speech Act Theory is simply to
identify the patterns of the utterances. The Theory does not altogether answer to the utterances’
relevance, clarity, quality and quantity of the information being included in the advertisement.
Since the advertisement samples in this paper are mostly display ads, they “often contain
3
See Appendix for the rest of the advertisments
P a g e | 37
illustrations or photographs and usually provide information about where the product or service
Principle of Grice, particularly on the 4 conversational maxims? Are there any violations?
Most of the Hair grower clinics have observed at least one of the four maxims of quality,
quantity, relevance and manner. Take for instance, the advertisements from Manzanares and
Pineda Hair Clinics. . Both ads express information, which they believe to be true. But, it is the
latter’s advertisement that best exhibit the Maxim of Quality. In this maxim, speakers are asked
to only say what is true and they have evidence to prove the truth.
When Pinedahair Clinic included a rough sketch of the person who does the surgery,
hearers already create their assumptions that a professional is handling the delicate procedure of
hair transplanting. Also, as a professional hair clinic, it is reflected in the ad on how the hair
clinic adheres to the Maxim of Manner—being clear, orderly and void of ambiguous lines.
However, in the advertisement, much as the hair clinic tries to provide the services they
offer, the hearers may have asked: Is the information relevant? How much of the details can I
make use of? In trying to meet the maxims, this advertisement, somehow, has violated maxims
of quantity and relevance. Maxim of Quantity requires the speaker to contribute information
required for the current exchange; and, maxim of relevance requires the speaker to make
The utterance presupposes the hearers that the information inherent to hair restoration
should only be what is present in the advertisement. Again, in trying to be as informative as this
advertisement can get, it has overlooked the relevance maxim as well as the maxim of quantity.
On the other hand, body slimming, hair removal and laser services advertisements
include a variety of information, which a hearer/reader can classify as relevant to the given
exchange. Looking into Marie France and MediSkin ads, the utterances are indeed relevant in the
given ad. The truthfulness in the services these two, beauty clinics offer must have been true
since these clinics have long been in business and are widely endorsed by celebrities and famous
personalities alike. Moreover, in the samples, what are common are simply the services the
clinics offer. Adherence to the maxims of quality and relevance is what is being reflected in both
Marie France and MediSkin ads. However, there is no mention of who is going to do the
procedure, what is exactly the procedure, how it is done, the safety of the procedure and the
likes. Another similarity to take note of in these advertisements is the usage of images. In trying
to make a point to SHAPE UP WITH ULTRASLIM, HAVE A PICTURE PERFECT SKIN, LIFT
AND TUCK, NO CUTS, NO SCARS, the advertisements flouted or deliberately miss out the
maxim of quantity. Instead, the advertisement samples use images to make their point clear. To
fill in the lack for words, images are being used. The manner on how the advertisements in body
slimming, hair removal and laser services are presented is appropriate to the type of service
being advertised. By using images and other visual arrangements, the advertisements in this
Like the previous advertisements, ads skin care products also employ visuals to bring
Oseur’ O’Mei Su
across the meaning the advertising companies want to convey.
EXCLUSIVE DISTRIBUTED BY:
TAY CHUNG GENERAL MERCHANDISE
Simply Beautiful
AVAILABLE AT …
(Telephone Numbers)
--Oseur’ O’Mei Su
P a g e | 39
These are the linguistic features found in Oseur’ O’ Mei Su advertisements. The rest of
what one can see in the sample are just a tableau of the product and a young woman posing her
right cheek for the camera. The ‘barren-ness’ of this advertisement couldn’t have meant anything
for the listeners. But for the readers, after having seen the ad, Oseur’ O’ Mei Su actually contains
Grice maxims of quality, quantity, relevance and manner. The sample advertisement, though
adheres to the conventions of the maxims, actually, still adheres to it through the visuals. The
CONCLUSION
Not all advertisements are directed at gaining money by selling a particular commodity or
services. But all advertisements are made with certain intentions to market an idea, to create and
form opinion, to stir emotions, to appeal the senses or even just to let people spend.
Most of the advertisement samples included in this study show that images are staple
objects in advertisements whether one checks in the newspaper or even in television. An Encarta
article on Advertisement calls this strategy as “image advertising.” In this strategy, advertisers try
P a g e | 40
to create a personality over a certain product “by the product's design and packaging but, more
importantly, by the words and pictures the advertisements associate with the product (2004).”
Thus, in this study, images are, indeed, relevant in the discourse of advertising. These images
reinforce the message that would have been brought by the words. However, images do not make
The samples in this study are carefully analyzed for their discursive pattern in their
utterances; and, common to all these advertisements are assertive utterances, directive
utterances and even a few hints of commissive utterances. Assertive utterances are statements
that describe or statements that the speaker believes to be the truth. For the purpose of this study,
the speakers are the products being advertised. Identifying the utterances justifies that, surely, an
illocutionary act overlaps with the perlocutionary acts, after all, to say something is to do
Directive utterances, on the other hand, are statements that aim for the readers or hearers to do
something. Usually, a directive statement is an imperative where the subject implied is you.
Commissive utterances are those statements that aim for the Speaker to a course of future action.
Common to the sample advertisements are those utterances that guarantee, promise or vow that
Using Grice’s Theory of Cooperative Principle and his 4 Maxims has been helpful in
identifying the discourse in advertising. Advertisements adhere, violate and flout the maxims
according to how the utterances, and even images in the ads are presented. But then again, as its
definition implies, advertisements promote goods, services and products, not just for money’s
sake but also for the advertisements’ worth. Thus, it unsurprising that a number of
P a g e | 41
advertisements would have to deliberately violate or flout the maxims in order to bring about the
desired effect the companies would have wanted from their possible consumers.
Advertisements are venues where abstract concepts are being dramatized. Print
advertisements also have their fill of dramatizations. Skimming through a men’s magazine, one
can see men and women emoting, as if lovers, or whatever their characters are, for the underwear
they are trying to promote. But then again, dramatization is not just for the visuals. Words drawn
together are far more effective. In advertisements, words and visuals are part of the binary
opposition in semantics.
REFERENCES
(___). Discourse in public life, topic 1: The discourse of advertising. Retrieved on Ocyober 08,
2009 from http://www.sussex.ac.uk/linguistics/documents/q1006_advertising.pdf
Cook, G. (1992). Foreword, The discourse of advertising. Retrieved on October 08, 2009 from
http://www.questia.com/PM.qst?a=o&d=109120877
Hidalgo Downing, L. (2003). Text world creation in advertising discourse. Retrieved October 08,
2009 from http://www.ucm.es/info/circulo/no13/hidalgo.htm