Pragmatic markers in contemporary radio advertising in Ireland

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This paper explores the presence and function of pragmatic markers(PMs) which have been argued to be associated with Irish English (Kallen2006; Schneider 2008; Amador-Moreno 2010; Clancy and Vaughan 2012;Schweinberger 2012), through an analysis of a corpus of advertisements froman Irish radio channel. Following Lee (1992), the ads themselves are brokeninto the “Action” (usually comprised of context-based dialogic interaction) and“Comment” (generally monologic, decontextualised and associated with theslogan or voice of authority) components (Sussex 1989). The rationale for thisdivision is based on the hypothesis that the location of PMs according to thesecomponents can throw light on their function as primarily related to supportingdiscourse cohesion or as connotational, relating to heteroglossia as “linguisticfetish” in advertising texts (Kelly-Holmes 2005).


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