MASARYKOVA UNIVERZITA Filozofická fakulta Katedra anglistiky a amerikanistiky Mgr. Jana Pelclová PERSUASIVE STRATEGIES IN ADVERTISING DISCOURSE A LEXICO-GRAMMATICAL AND SOCIO-PRAGMATIC ANALYSIS Přílohy k disertační práci 1 Introduction ............................................................................................................................. 4 1.1 TV Programs .................................................................................................................... 5 2 Beverages Field ....................................................................................................................... 7 2.1 Beer Subfield .................................................................................................................... 7 2.1.1 Amstel Light .............................................................................................................. 7 2.1.2 Budweiser I ............................................................................................................... 8 2.1.3 Budweiser II .............................................................................................................. 9 2.1.4 Coors Light I ........................................................................................................... 10 2.1.5 Coors Light II .......................................................................................................... 10 2.1.6 Corona ..................................................................................................................... 12 2.1.7 Heineken .................................................................................................................. 12 2.1.8 Killian‟s Irish Red ................................................................................................... 13 2.1.9 Labatt Blue .............................................................................................................. 14 2.1.10 Rolling Rock ......................................................................................................... 15 2.2 Soft Drinks Subfield ....................................................................................................... 16 2.2.1 Aquafina .................................................................................................................. 16 2.2.2 dnL .......................................................................................................................... 17 2.2.3 Ensure ...................................................................................................................... 18 2.2.4 Florida‟s Natural Premium Orange Juice ................................................................ 19 2.2.5 Nestlé Nesquik ........................................................................................................ 20 2.2.6 Pepsi Vanilla ........................................................................................................... 21 2.2.7 Starbucks DoubleShot Espresso Drink ................................................................... 22 2.2.8 Sierra Mist ............................................................................................................... 23 2.2.9 Simply Orange ......................................................................................................... 24 2.2.10 V8 .......................................................................................................................... 25 3 Food Products Field .............................................................................................................. 26 3.1 Fast Food Subfield ......................................................................................................... 26 3.1.1 Applebees‟ All you Can Eat Rib Tips ..................................................................... 26 3.1.2 Arby‟s French Dip ................................................................................................... 27 3.1.3 Arby‟s New Five-Star Club ..................................................................................... 28 3.1.4 Friendly‟s ................................................................................................................ 30 3.1.5 Friday‟s .................................................................................................................... 31 3.1.6 Olive Garden ........................................................................................................... 33 3.1.7 Subway .................................................................................................................... 34 3.1.8 Taco Bell ................................................................................................................. 35 3.1.9 Wendy‟s I ................................................................................................................ 37 3.1.10 Wendy‟s II ............................................................................................................. 38 3.2 Pre-Packaged Food Subfield .......................................................................................... 40 3.2.1 Asian Sensation ....................................................................................................... 40 3.2.2 Bertolli Frozen Dinners ........................................................................................... 41 3.2.3 Bush‟s Homestyle Chili .......................................................................................... 42 3.2.4 Campbell‟s Microwaveable Soup ........................................................................... 43 3.2.5 Chef Boyardee ......................................................................................................... 44 3.2.6 Fun Fuel ................................................................................................................... 45 3.2.7 Jimmy Dean Sandwiches ........................................................................................ 46 3.2.8 Jimmy Dean Skillets I ............................................................................................. 47 3.2.9 Jimmy Dean Skillets II ............................................................................................ 49 3.2.10 Prego Hearty Meat ................................................................................................ 50 4 Cosmetic Products Field ........................................................................................................ 51 4.1 Question-Start Subfield .................................................................................................. 51 2 4.1.1 Aveeno Positively Radiant Moisturizer .................................................................. 51 4.1.2 Clairol Natural Instinct ............................................................................................ 52 4.1.3 L‟Oréal Couleur Experte ......................................................................................... 53 4.1.4 L‟Oréal Infallible Never Fail Makeup .................................................................... 54 4.1.5 L‟Oréal Vive ........................................................................................................... 56 4.1.6 Neutrogena Anti-Wrinkle, Anti-Blemish Cleanser ................................................. 57 4.1.7 Pantene Expressions ................................................................................................ 58 4.1.8 Tresemme Heat Tamer ............................................................................................ 59 4.1.9 Veet Hair Removal Mousse .................................................................................... 60 4.1.10 VO5 ....................................................................................................................... 61 4.2 Non-Question-Start Subfield .......................................................................................... 62 4.2.1 Almay Nearly Naked ............................................................................................... 62 4.2.2 Clearasil Ultra ......................................................................................................... 63 4.2.3 Dove Essential Nutrients Day Cream ...................................................................... 64 4.2.4 L‟Oréal Endless Kissable Shine Wear .................................................................... 65 4.2.5 L‟Oréal Revitalift .................................................................................................... 66 4.2.6 Maybelline Dream Matte Mousse Foundation ........................................................ 67 4.2.7 Maybelline Sky High Curves Mascara .................................................................... 68 4.2.8 Olay Daily Facials ................................................................................................... 70 4.2.9 Olay Regenerist ....................................................................................................... 71 4.2.10 Revlon Moisturous Lipcolor ................................................................................. 72 5 Medical Products Field .......................................................................................................... 74 5.1 Confession Subfield ....................................................................................................... 74 5.1.1 Actonel ...................................................................................................................