MORE THAN MEETS THE EYE: PRAGMATIC IMPLICATURE IN APPLE IPHONE’S SLOGANS
Main Article Content
Abstract
This study explored the use of implicature in English - language slogans to promote Apple's iPhone over the period from 2017 to 2023. The study aimed to identify the linguistic forms used in these slogans, analyze the types of implicatures conveyed and how the brand used implicature in its slogans. A qualitative, descriptive approach was employed in the light of Yule’s (1996) pragmatic framework and Warriner’s (1982) taxonomy of linguistic forms to analyze 16 slogans. The findings indicated that the slogans were primarily in the form of noun phrases, declarative sentences, and imperatives, each contributing to distinct pragmatic effects. In fact, Apple regularly made use of conventional implicatures to suggest elegance and innovation. The study enhances the understanding of how language, especially implicatures, functions as a persuasive tool in advertising and offers implications for linguistics, education, marketing, and brand communication.
Keywords
Apple iPhone’s slogans, pragmatics, implicatures, linguistic forms, advertising language
Article Details
References
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