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Title: A Qualitative Analysis of Pragmatic Presuppositions in Taglines Used by Brands to Persuade Audiences
Authors: Atifa Nisa, Eisha Tur Razia, Aiza Shahid, Zamna Sarfraz
Journal: Critical Review of Social Sciences and Humanities (CRSSH)
Publisher: Government Post Graduate College
Country: Pakistan
Year: 2024
Volume: 4
Issue: 1
Language: English
Keywords: Qualitative analysispresuppositionstaglinesfoodbeautyapplicationsappliancesand clothing.
In current advertising campaigns, brand slogans are vital linguistic tools in constructing public opinion and conveying the identity of a marketing industry. Given the extensive research on marketing language, the role of pragmatic presuppositions in trademark effectiveness remains unsearched, especially in Pakistan. The current study aims to bridge the gap by conducting a detailed examination of presuppositions involved in marketing taglines of five industrial lines: food, beauty, social media applications, home appliances, and clothing. Using Yule's (1996) paradigm of presupposition types: existential, factive, non-factive, lexical, structural, and counterfactual, the study looked into 25 taglines across the selected industries. In addition, the researchers make use of a content analysis methodology to analyze the selected data. The results showed that the existential presuppositions were present most frequently (88.0%), followed by lexical presuppositions at 36.0%, while the factive, nonfactive, structural, and counterfactual presuppositions appeared infrequently at 8.0%, 16.0%,4.0%, and respectively. All these findings point to how firms leverage their assumptions to manipulate customers' perceptions and consumption behavior. This advances this research into the interdisciplinary field of linguistics, marketing, and communications studies through a practical insight into how businesses tend to use presupposition as a persuasive strategy. Future research on pragmatic presuppositions in brand taglines should expand to a diversified sample, use semantic analysis, and explore cultural differences, particularly in Pakistanibrands.
To examine the pragmatic presuppositions involved in marketing taglines of five industrial lines (food, beauty, social media applications, home appliances, and clothing) to understand how brands leverage these assumptions to influence customer perceptions and consumption behavior.
A qualitative descriptive method was employed, utilizing content analysis of 25 taglines from five selected brands across five industries. The study applied Yule's (1996) paradigm of presupposition types: existential, factive, non-factive, lexical, structural, and counterfactual.
graph TD
A["Select 5 popular brands"] --> B["Gather 5 taglines per brand"];
B --> C["Organize taglines in a table"];
C --> D["Examine taglines for contextual meaning"];
D --> E["Identify implied assumptions presuppositions"];
E --> F["Categorize presuppositions using Yule's types"];
F --> G["Record types of presuppositions for each tagline"];
G --> H["Calculate total occurrence and percentages"];
H --> I["Analyze and present findings"];
The study discusses how various types of presuppositions are strategically employed in taglines across different industries to evoke emotions, imply product superiority, highlight consumer values, and create aspirational narratives. Existential presuppositions are particularly effective in connecting with consumers on an emotional level and reinforcing brand identity.
Existential presuppositions were the most frequent (88.0%), followed by lexical (36.0%), non-factive (16.0%), factive (8.0%), structural (4.0%), and counterfactual (4.0%). The findings indicate that brands extensively use presuppositions, particularly existential ones, to shape customer perceptions and consumption behavior.
Pragmatic presuppositions are vital linguistic tools in brand taglines, significantly influencing customer opinions and brand positioning. The prevalent use of existential presuppositions demonstrates their effectiveness in appealing to consumers emotionally and fostering brand loyalty. This research contributes to understanding implicit language tactics in advertising.
1. Existential presuppositions were present most frequently (88.0%): This is stated as a key finding in the abstract and supported by the final results table.
2. The study examined 25 taglines: This is stated in the abstract and the methodology section.
3. Yule's (1996) paradigm of presupposition types was used: This is mentioned in the abstract and the theoretical framework section.
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