Lexical Pragmatic Processes Employed in International Commercial Adverts

Abstract

This paper traces the processes of lexical pragmatics that are used in 14 international commercial advertisements that were published in 2004 in a magazine which targeted VIPs attending a universal festival which is ‘Dubai World Cup’, a horse racing international championship that is held in Dubai every year.

International commercial adverts included in the magazine entitled ‘Dubai World Cup’ are analyzed to trace the role played by lexical items in making different contributions to the interpretation of the expressions and utterances used in these adverts.

The study proved that the hyperbole process is the lexical pragmatic process that is mostly employed in commercial advertisements. It also proved that advertising is a fertile environment for the use of lexical pragmatic processes.