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A Study of the Semiotics of Print Advertisements

Mundiz, Teresa May A.

Dr. Riceli C. Mendoza

AL 117—Techniques in Discourse Linguistics

October 17, 2009


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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

grower merchandises to laser services and to cosmetics advertisements is to go beyond the

words, to study them within a context is to take them in a discourse—the discourse of

advertising.
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A Study of the Semiotics of Print Advertisements

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.

Almost everywhere, advertisements in whatever forms have come to complement

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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By definition, advertisement is ‘a public announcement in a newspaper, or on the radio,

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,

advertisement is also a means of communication—a genre—to influence people and society in

general to create judgment of a certain product. Thus, it is rather unusual to see publications or

even walls of buildings void of any forms of advertisements. Advertisement, therefore, is an

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

being sold and advertised, or simply, to stir people’s minds.

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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translators—because of the existence of various elements in close reading1 the advertisements

(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

communication (illocutionary acts) or its effect on an audience (perlocutionary acts).” Therefore,

if advertisement is a genre of communication, it is not just a mishmash of words, images and

colors. It is by itself an utterance.

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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perlocutionary acts. Taking these definitions, communication, in effect, is happening between an

advertisement and the audience.

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

Illocutionary/Perlocutionary Points or Speech Act Theory of John Searle.

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.

Do you want to look 10 years younger than your age?


--Beauche Beauty Product

The following sample cut outs of advertisements is a representation of the discourse

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,

moisturizers, whiteners and the likes).

Hair Grower and Similar Merchandise

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

classification. A statement can even be classified both as an assertive or a commissive.

One of the illocutionary/perlocutionary points coined by Searle is the Assertive.

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

services they offer. NO MAINTENANCE. NO HASSLES. JUST RESULTS. FREE AND

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

as ordered and stated in the tag lines of the advertisements.

An explicit directive statement from the same advertisement sample is:


Grow beautiful natural hair today
through cutting-edge and advanced
medical technology.
---
Avail of affordable procedures from a US
trained Doctor!
With us—you get both quality and
quantity.

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

overlapping utterances: a Directive—because it is an imperative statement, requesting the readers

and possible clients to GROW BEAUTIFUL NATURAL HAIR TODAY—an Assertive statement

—THROUGH CUTTING-EDGE AND ADVANCED MEDICAL TECHNOLOGY. The mention of

‘cutting-edge and advanced technology,’ is a claim and a description on the advertisement of the

service offered by the clinic.


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The next statement also reflects overlapping utterances as Directive—AVAIL OF

AFFORDABLE PROCEDURES—Assertive and at the same time Commissive—FROM A US

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.

WE ALSO OFFER—This is a promise, an offer, committed by Manzanares Hair

Restoration Center that aside from hair transplant, the clinic also has SCALP TRANSPLANT,

EYELASH, EYEBROW, SIDEBURN, MUSTACHE AND BEARD TRANSPLANT. A commissive

statement, this part of the advertisement commits the speaker (the company being advertised) for

a future action as described in its proposition.

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.”

Another interesting example of advertisement is from HairMaxx, endorsed by a well-

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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advertisement claim anything from a state-of-the-art technology to free consultation. The

advertisement just says:


HAIR TRANSPLANT
REAL AND PERMANENT SOLUTION
TO HAIR LOSS

(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

Mercury Drug (Logo)


The Ultimate Hair Grower Tonic opens its advertisement with a Directive, an Assertive,
Watsons (Logo)
and then another Directive statement, respectively.
T.A.P. (Try And Prove)
Price Offer- P 1, 175
(Mobile Numbers)
--Ultimate Hair
Grower Tonic
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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,

accessibility and affordability.

You’re 25, you look 40, and


you don’t want to read this
ad?
--All About Image

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

locutionary act where a reference is made.

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

simply proposes and references a certain


You’ve age group.
always But, by
wanted toadding
do the question—AND YOU
something about your hair loss.
DON’T WANT TO READ But THIS
nothingAD?—immediately
really suited sets you.
the readers into an act of

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.

To learn more, call for a free


consultation today.

CTR is human hair.


Cosmetic Transdermal
Reconstruction (CTR )

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

procedure uses human hair in a non-surgical infusion.

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

is directed for the readers to do something.

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

theirs with a proposition then a directive-assertive(commissive)-directive pattern, respectively.

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

analyzed for their utterances.


THINKING ABOUT HAIR RESTORATION?
Have it done by the Doctor who does the most.
--Pinedahair Clinics

HAVE IT DONE BY THE HAIR DOCTOR


WHO DOES THE MOST

ONE HAIR TRANSPLANT PROCEDURE


USING 3,100 FOLLICULAR UNIT GRAFTS.
---
(offices:
addresses/branches/contact details)
--Pinedahair Clinics

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

are the procedures that fall under hair restoration.

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

TRANSPLANT PROCEDURE [involves] USING 3,100 FOLLICULAR UNIT GRAFTS. This is

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

the procedure being advertised.

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

utterance meant for the reader to do something.


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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…

Dr. Pineda will be in Davao…


Please call…

(offices: addresses/branches/contact details)


--Pinedahair Clinics

WE AT PINEDAHAIR CLINICS—this statement sounds like a preamble of an

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

course of action as described by the propositional content.’ Commissive acts, consequently,

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

being advertised) believes to be the case.”

A bulleted list of the clinic’s specializations follows thereafter in the advertisement. With

a directive-commissive-assertive pattern comes another commissive: DR. PINEDA WILL BE IN

DAVAO ON SEPTEMBER 28, 2009, MONDAY. This is a future action from the speaker, and

thus, another commissive.

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

of the services offered by Pinedahair Clinics.

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

Svenson Hair…As Natural As


YOUR OWN
--Svenson

However, in the advertisements, aside from the company’s claims, directive and

commissive statements, respectively are also being used in them.


ARE YOU ON YOUR WAY TO BALDNESS?
GET FAST HAIR LOSS SOLUTIONS!
--Svenson

ANTI-HAIRLOSS TREATMENTS

STOP RECEDING HAIRLINE


STOP BALD PATHCES
STOP OVERALL THINNING
RESTORE THICKER
STRONGER HEALTHIER HAIR
START NOW AND GET
10 FREE
Laser Hair Cell
Accelerator
Treatments
--Svenson

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
P a g e | 20

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!

With Svenson Hair, the possibilities are


endless! Call us now!

(Logo)

(offices: addresses/branches/contact
details)

--Svenson

The first statement has overlapping utterances, namely: Commissive (Assertive)-Directive

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

LOOK AND FEEL of Svenson hair as YOUR OWN.

WITH SVENSON HAIR—posits a promise, a commisive statement, that if one has or

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

possibilities are, it is up to the reader to translate.

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)

Svenson International is a world-


renowned hair and scalp clinic…

Cosmetic Transdermal Reconstruct (CTR)


is the most advanced…

Now, you can have the natural look and


feel of a full head of hair at Svenson
with CTR: your 21st century hair
replacement solution to baldness.
---
(Logo)

(offices: addresses/branches/contact
details)

--Svenson
P a g e | 22

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

NEVER KNOW THE DIFFERENCE.

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

(Directive) Assertive utterances.

Hair strands in your shower drain or on


your pillow everyday? If hair fall
persists, you might start to see bald
patches or your scalp might start to see
bald patches or your scalp becoming more
visible. Stop losing your hair. Get…

It’s time to say: Goodbye hair fall,


hello thicker hair! Call now…

(Logo)
call 892-HAIR (4247)
(offices: addresses/branches/contact
details)
--Svenson
P a g e | 23

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

audience to do as what is asked: SAY GOODBYE.

ARE YOU ON YOUR WAY TO BALDNESS?


GET FAST HAIRLOSS SOLUTIONS!
---
Svenson gives you intensive anti-hairloss
treatments:

Tricho-DHT inhibitor…
Hair Advance Stimulator Therapy
Transdermal Cosmetic Reconstruction (TCR)

Yes, you can restore your hair—only at Svenson!


Call now…

(Logo)
call 892-HAIR (4247)

(offices: addresses/branches/contact details)


--Svenson
P a g e | 24

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

supposed to stand as situational hair loss instances.

Overall, Svenson International observes this common discourse pattern in the utterances

in its advertisement: Directive-Commissive-Assertive. But then again, overlapping of utterances

is inevitable. So, finding an utterance with two discourse patterns reflected in it is a common

occurrence in analyzing utterances in advertisements.

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

“You can be your own stylist everyday”

Introducing Cream Silk’s New Flexi-Hold Leave-


On Conditioners

To ensure both lasting control and vibrant


movement all day, the New Flexi-Hold Leave-Ons
from Cream Silk has advanced Pro-Flex Expertise
that combines with specially-formulated
ingredients suited for different hair needs.

For straighter hair that moves…

For controlled hair that moves…

For sleeker hair that moves…

For fuller hair that moves…

Cream Silk Flexi-Hold Leave-Ons give your hair


that salon styled look that you want everyday.
--Cream Silk Leave-On Conditioner

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

company) believes to be true. Thus, this statement is an assertive.

A commissive utterance then follows the directive (assertive) utterance of the Cream

Silk advertisement. INTRODUCING CREAM SILK’S NEW FLEXI-HOLD LEAVE-ON

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

PRO-FLEX EXPERTISE. In this statement, there is a balance of commissive-assertive speech

act in just that particular utterance.

FOR HAIR THAT MOVES are all claims as to what the leave-on conditioner’s effects as

one uses one of its kinds.

A commissive statement concludes the advertisement as the utterance commits the

speaker or the advertisement to a course of action that is to GIVE HAIR THAT SALON STYLED

LOOK YOU WANT EVERYDAY.

Body Slimming, Hair Removal and Laser Services


RF Therma Lift

Reveal more Youthful and radiant complexion


without surgery

Experience the benefits of RF THERMALIFT


• Lightens dark spots
• Smoothens fine lines and wrinkles
• Tightens skin
• Stimulates collagen production

For inquiries call…


Or text
www.bioessence.ph

(address and contact numbers)


--Bioessence
Skin, slimming, spa
Most of the utterances in this laser procedure advertisement are overlapping utterances of

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

call, text or visit the website of the spa.

Thus, this advertisement observes the following speech act patterns as: assertive-

directive-commissive-directive utterances.

Shape Up! With UltraSlim NONSURGICAL


Ultrasound Fat Melting

Come Visit Us!


---
Medical expertise for Our Skin
--MediSkin Clinic

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

course of action—SHAPE UP!/COME VISIT US!/HAVE YOUR PIXEL TREATMENT TODAY—

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

address of the clinic.


You can have PICTURE PERFECT Skin
Introducing… PIXEL fractional laser resurfacing
For: ACNE SCARS
AGING SKIN
STRETCH MARKS
MELASMA
FRECKLES
Treats face, neck, chest, arms, hands, legs
Have YOUR PIXEL treatment today!

All Medical Procedures done by Licensed Doctors.


--MediSkin
P a g e | 28

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

Let’s Talk About Skin

(address and contact details)


--Skindoctors

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 &
ULTRASHAPEclaim 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

claims and guarantees to DELIVER BODY CIRCUMFERENCE


The new you! REDUCTION IN JUST THREE

TREATMENTS. Despite the assertions And and claims


you haveof the utterances, the procedure being
jeans to prove it!
described is as much a commissive statement than an assertive. Claiming that the procedure is
UltraShape removes unwanted fat and
non-invasive is an assertion
helps ofyou whatget
the the
company (advertisement)
smooth body contourbelieves to be true. The
and shape you want. This remarkable fat
commissive statement is the part where the
reduction andprocedure
body already guarantees a CIRCUMFERENCE
circumference
reduction in just THREE non-
REDUCTION, and PAIN-FREE TREATMENTS. “walk-in, walk-out”
invasive,pain-free,
treatments. Using non-thermal focused
ultrasound, the UltraShape procedure is
clinically proven safe and effective and
delivers long-lasting results.

Call…
And put your best shape forward

--OroDERM ULTRASHAPE
P a g e | 29

Like Lipo, Lift and Tuck all in 1


BUT NO CUTS, NO SCARS!

Marie France’s Ultra-Tripollar Program


is a proven effective solution that can
The patterns of utterances
equal thein effects
this advertisement, however, are non-conclusive.
of liposuction, tummy There are a
tuck and skin lifting without cuts,
series of overlapping ininjections,
the utterances and the pattern
risks, or anyis: Commissive,
recovery Assertive, Directive,
period.
Commissive, Directive.
Ultra-Tripollar Program eliminates
This next advertisement
bulges, fromsagsFacial
and Care containsskin
wrinkly directive
with utterances,
its and therefore,
breakthrough triple action:
simply, order and instruct the readers to ZAP unwanted hair. In the utterance, zap, aside being a
1) Fat Destroyer- melts away fat and
directive is also an onomatopoeic
takeselement
at where
leastsounds
2cm equate to a linguistic
off your belly. unit. So, Zap those
2) Tummy Contourer- trims bulges,
hair! flabs and love handles as it
accentuates
Zap unwanted a hair
womanly on figure.
3) Lifting your and Smoothening-
LEGS with boosts
collagen production
LaserLight! to lift sags
and smoothen wrinkly skin.
Call…
To all ladies who wantCare
--Facial to reshape
their waists- Ultra-Tripollar Program
is perfect for you!
The last sample of an advertisement
Call now at under this category
894-BODY is Marie France’s Ultra-Tripollar
(2639),
Cebu (032) 233-7637 and
Program. Pampanga (045) 961-2981 for
A FREE consultation.

--Marie France Ultra-Tripollar


Program
P a g e | 30

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

call and avail of their free consultation.

Skin Care Products (Creams, Moisturizers, Whiteners and the likes)

Oseur’ O’Mei Su

EXCLUSIVE DISTRIBUTED BY:


TAY CHUNG GENERAL MERCHANDISE

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

an assertive statement or a claim that it is EXCLUSIVELY DISTRIBUTED BY: TAY CHUNG


Summer’s Eve Feminine Wash
GENERAL MERCHANDISE and that intimate,
this product is non-soap
SIMPLY BEAUTIFUL.
The first cleanserAlso, this product is
for a woman’s special cleansing needs…
said to be AVAILABLE AT ALL LEADING DRUGSTORES, SUPERMARKET AND
Summer’s Eve Feminine Cleansing Cloths
DEPARTMENT STORES NATIONWIDE with TELEPHONE NUMBERS. All these statements
Each super-soft pre-moistened Summer’s
are claims and assertionsEve that the advertising
Cleansing Clothcompany
containsbelieves to be true in their case.
a unique
cleansing formula that gently removes
Therefore, for this ad,odor-causing
the speech pattern bacteria
is conclusively an Assertive
from utterance.
the external
vaginal area without irritation…
Oseur O’Mei Su does not guarantee nor offer anything. But instead, in the sample cut
[…]
outs, there is a before and after panel of result of a supposed to be pimple-prone cheek of a
America’s #1 Feminine Hygiene product
woman—before—then an almost blemished freeline face—after. The linguistic pattern that promises

for a certain result is being reinforced by the visuals.


100% imported from(See the
Appendix)
U.S.A

Enjoy being a woman

(Tel. No. & Email Address)


--Summer’s Eve
P a g e | 32

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

directive statement, theThe


telephone number
vision of and email address
stunning are meant to suggest that readers
sophistication.

can call or visit the product’s website. length, volume and curl the
Dramatic
elegance of satin sheen.

Perfect Mascara and Luminizing Satin Eye


Color create the breathtaking new look
from Shiseido.

Glorietta […]Now Open: Greenbelt 5


--Shiseido
P a g e | 33

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

the reader that, indeed, the product is called as such.

Make your skin glow


Let itS natural beauty show

CRYSTALDERM

Call us…
Website…
Visit Crystalderm Store…

Also Available at…


--Crystalderm
The vision of stunning sophistication

Dramatic length, volume and curl the P a g e | 34


elegance of satin sheen. Perfect Mascara
and Luminizing Satin Eye Color create
the breathtaking
In a MYRA E Facial Moisturizer 2 new look from
ad, the assertive-directive Shiseido.
utterance pattern is observed.
--Shiseido

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

or consumers do something as being told.


Mukhang Blooming
(A Blooming Face)

There’s never been a better time to look


blooming.

Have you tried Myra E Facial


Moisturizer? It’s enriched with Vitamin
E known to give skin a radiant glow.
Plus, it’s hypo-allergenic and non-
greasy. No wonder more and more women
are loving it.

Experience Vitamin E-nourished skin with


Myra E Facial Moisturizer.

--Myra E Facial Moisturizer

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

Only MACH3 Has Streamlined DLC Comfort


Edge Blades.

It’s not just 3 specially positioned


blades working together that
reduce irritation, it’s that the
blades are Gillete’s thinnest
2
Mukhang Blooming translation: A Blooming Face ever…

The closest shave in fewer strokes with


less irritation.
The best a Man Can Get.
--Gillete
P a g e | 35

Shaving and Plucking can give you this…


---
That’s why there’s the Body Natur Wax
Kit, the all-in-one hair removing kit
that is ideal for underarms, body and
face.

Body Natur Depilatory Wax Perles is easy


to use, effective and economical because
cloths are not needed to remove the
applied wax…

Guaranteed no abrations!

The Body Natur Depilatory Wax Kit Comes


with a box of 250 grams Cera Virgin Wax
Perles , warmer, wax pan, wooden
spatula, and easy-to-follow
instructions.

Exclusively distributed by:


---
“Made for you… because we care.”
--Body Natur
Both are glossy ads from a famous men’s magazine. Both try to claim something, and

both got to do with removing body hairs.

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

GILLETTE MACH 3 is THE CLOSEST SHAVE IN FEWER STROKES WITH LESS


P a g e | 36

IRRITATION. And all these are nothing more just assertive utterances—words that the speaker

(advertisement) believes to be the case.

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.

GUARANTEED NO ABRASIONS! This is a commissive, and at the same time, an

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

(advertisment) than from the hearers or readers.

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

being advertised can be purchased (___, 2004).”

To what extend do the information in the advertisements adhere to the cooperative

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.

HAVE IT DONE BY THE DOCTOR WHO DOES THE MOST

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

contribution relevant to the interaction.

THINKING ABOUT HAIR RESTORATION?


HAVE IT DONE BY THE DOCTORS WHO DOES THE MOST
P a g e | 38

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

category adheres to Grice’s maxim of manner, sans the words.

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

advertisement, therefore, is still informative, truthful, relevant and clear.

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

an advertisement inferior just for the absence of words.

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

something. This is reflective in the advertisements particularly in the directive utterances.

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

the product really stays true to its claims.

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

(___). Advertisement. Microsoft Encarta Reference Library. 2004.

(___). 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

Bezuidenhout, I. (1998). A discursive-semiotic approach to translating aspects in persuasive


advertisements. Retrieved on October 08, 2009 from http://ilze.org/semio/005.htm#discourse

Chandler, D. (1996). Analysis of advertisement. Retrieved on October 08, 2009 from


http://www.aber.ac.uk/media/Modules/MAinTV/analad.html
P a g e | 42

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

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