by Minji
What Exactly Is Pragmatics
Pragmatics is a branch of linguistic study that focuses on language in context. It examines how speakers use language to convey their communicative intentions and the linguistic strategies employed to achieve them. Additionally, it explores the relationship between utterances and the contexts in which they occur. The study of pragmatics distinguishes several types of context:
Circumstantial Context - Refers to the physical environment of the interlocutors. This includes:
Time: Time of day or year.
Place: Physical setting, such as open spaces, cafes, or university buildings.
Number of Addressees: Whether the communication is between two individuals or involves addressing a crowd.
Type of Contact: Physical proximity between speakers or the use of tools like microphones for addressing larger groups.
Situational Context - Pertains to the cultural framework in which communication occurs. This includes:
Hierarchy: The social roles or status of the participants.
Interaction History: The previous encounters and shared experiences of the interlocutors.
Contextual Knowledge: The shared understanding between speakers about the subject matter or situation.
Interactional Context - Encompasses the linguistic and non-linguistic aspects of discourse. This includes:
Expression of Intentions: Whether intentions are conveyed directly or indirectly.
Speech Style: Variations such as colloquial, didactic, scientific, or official tones.
Role of Silence: The communicative significance of pauses and silence.
Non-Verbal Communication: Elements such as facial expressions, body language (kinesics), and spatial behaviour (proxemics).
Epistemic Context - Represents the shared knowledge, beliefs, and values of the speakers. This includes:
Conventional Presuppositions: General knowledge about the world.
Cultural Presuppositions: Understanding of specific events, customs, traditions, and rituals.
Pragmatics in Practice
Pragmatics plays a key role in everyday communication, guiding speakers to adapt their language to specific social and situational contexts. For instance, a speaker may adjust their tone and choice of words when addressing a colleague at work versus speaking to a close friend. Pragmatics also aids in interpreting meaning beyond literal expressions, such as understanding sarcasm, humour, or indirect requests. In practical terms, it is essential for navigating multicultural or multilingual environments, where grasping cultural nuances and shared assumptions can prevent misunderstandings.
One of the most practical applications of pragmatics is in implicatures, which are widely utilized in advertising to convey meaning indirectly. Below, we analyse examples of advertising slogans and discuss their implied messages:
Example 1: Skincare ad - "Reveal your true beauty."
This slogan implies that using the product will uncover beauty that already exists, subtly flattering the consumer. By not specifying results, the ad creates broad appeal, leaving the interpretation open to the audience.
Example 2: Jewellery brand ad - "Because you’re worth it."
This slogan suggests that the product is a reward for sophisticated and discerning customers. However, it avoids explicitly stating why the product is better than others, relying on the consumer to associate the product with exclusivity and self-worth.
Summary
Studying pragmatics equips individuals with the tools to understand the subtle meanings and implications behind words, helping them recognize when language is being used to influence or manipulate. By analysing context, implicatures, and indirect messages, one can develop critical awareness, making it easier to identify persuasive techniques often employed in areas like advertising or negotiations. This understanding empowers individuals to engage with language more thoughtfully and avoid falling prey to manipulation.
About Minji
Minji is an aspiring polyglot, currently developing his language skills by studying applied linguistics in his home country of Poland. In his spare time, outside of work and studies, he plays games, learns foreign languages and listens to music.