PRAGMATICS IN ADVERTISING BANNERS: A CASE STUDY

Abstract

In the digital era, advertising banners serve as impactful tools for brand communication, relying not only on visual appeal but also on linguistic strategies that influence interpretation. This study explores how pragmatic elements—such as implicature, presupposition, context, and deixis—are utilized in advertising banners to convey meaning beyond literal expressions. A qualitative research approach using pragmatic discourse analysis was applied to banner slogans from global brands including Nike, Apple, Coca-Cola, Airbnb, and Spotify. The data were collected through purposive sampling and analyzed by identifying pragmatic markers and contextual meanings. The findings show that these brands consistently employ implicature and presupposition to imply values, suggest actions, and foster emotional connections without overt claims. Contextual cues and deixis further enhance the interpretability and relevance of the message for diverse audiences. In conclusion, the strategic use of pragmatics in advertising banners plays a vital role in audience persuasion, increasing engagement and brand recall through subtle yet powerful language use.