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The Pragmatic Function of Advertisement in Creating a Brand Image

Student: Inga Kasparaviciute

Supervisor: Elena Lutkova

Faculty: School of Foreign Languages

Educational Programme: Foreign Languages and Intercultural Communication (Bachelor)

Year of Graduation: 2021

Much of the literature dedicated to the analysis of advertising concerns the field of semantics or branding. The attempts to review advertising in a broader field of pragmatics are few. This paper focuses on both the linguistic side of the advertisement in the context and its correlation with a brand image. By using several approaches of branding management studies and theory on pragmatics, the qualitative content analysis in video advertisements is applied for a category of educational platforms, namely, SkillShare, Coursera, Udemy, LinkedIn Learning, and Treehouse. The findings of this research show correlation between a brand’s image and the pragmatic phenomena in advertisement as well as the importance of brand image influence on a company's advertisement functions.

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