IMPLICIT PRAGMATIC MEANING IN ADVERTISING DISCOURSE: COGNITIVE-POETIC MECHANISMS OF INTENTIONALITY, PRESUPPOSITION, AND INTERPRETATION

Abstract

The article examines implicit pragmatic meaning as one of the key mechanisms of contemporary advertising discourse that ensures covert influence on the addressee through linguistic, cognitive, and multimodal means. The relevance of the study is determined by the increasing role of indirect communication in advertising, where meaning is formed not on the plane of explicit message delivery but in the course of the addressee’s interpretive activity. The aim of the study is to identify and systematically describe the mechanisms through which implicit pragmatic meaning is constructed in advertising discourse, as well as to develop an integrative model for its analysis at the intersection of pragmatics, cognitive poetics, and multimodal studies. The methodological framework of the research is based on pragmalinguistic, cognitive-poetic, and multimodal approaches. The study employs qualitative discourse analysis, interpretive analysis of advertising slogans and multimodal advertising messages, as well as elements of semantic-pragmatic and cognitive analysis. The research material consists of contemporary advertising slogans and multimodal advertising cases of international brands.

The findings demonstrate that implicit pragmatic meaning in advertising is formed through a system of presuppositions, implicatures, evaluative and expressive means, brand intentionality, and cognitive-poetic mechanisms of interpretation. It is established that the advertising slogan functions as a pragmatically highly loaded unit that shapes the addressee’s mode of action, evaluation, and perception of experience. The study also shows that in multimodal advertising, covert meaning arises from the functional interaction of verbal and visual components, which do not duplicate one another but complement each other in the process of meaning construction.The scientific significance of the study lies in refining the concept of implicit pragmatic meaning as applied to advertising discourse and in substantiating an integrative approach to its analysis. The contribution of the work consists in systematizing the linguistic, cognitive, and visual mechanisms of covert influence in advertising. The practical significance of the results is determined by the possibility of applying them in the linguistic analysis of advertising texts, the development of advertising strategies, the expert evaluation of multimodal campaigns, as well as in teaching pragmalinguistics, media linguistics, and discourse analysis.