Las implicaturas dentro de anuncios publicitarios dirigidos a hispanos en los EE. UU.



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The objective of this study is to analyze a series of commercials both in Spanish and in English, to determine if conversational implicatures arise in the same manner within commercials that are directed towards a Hispanic audience/consumer in the United States. Based on what Grice (1975) first coined as implicatures, and meeting maxims to establish what he called cooperative principle, commercials and respondent data was collected and analyzed. Implicatures are defined as what a speaker implies in an utterance without overtly expressing it. They stem from establishing Grice’s cooperative principle, which is based on the maxims of quantity, quality, relation, and manner. Based on these pragmatic principles, this study investigates and attempts to answer the following questions; How do implicatures arise within Spanish-language commercials that are aimed at a Hispanic consumer living in the United States? Do they appear in the same manner in both Spanish and English? Do the derived implicatures obey the maxims or not, and if they do, are they the same in both languages? The proposed hypothesis is that conversational implicatures found within an advertising message in Spanish are produced in a different way than the conversational implicatures of an advertising message in English, but what the audience/consumer implies is the same, that is, to purchase the service or product advertised.



Spanish Linguistics, Pragmatics, Implicatures, Advertising, Hispanics