DOI: 10.5176/2251-3566_L318.304

Authors: Sanjukta Ghosh

Abstract: This paper reports preliminary observations on (im)politeness in Indian TV advertisements. Advertisements target a multicultural mostly urban and semi-urban audience and are, therefore, expected to reflect a linguistic and societal picture of that society. Our primary observations reveal that the advertisements which are made primarily of children and youngsters depict a comparatively intolerant culture and more negative impoliteness output strategies [4]. The paper seeks to address the questions related to impoliteness strategies taken by different age groups and in different social situations and strata as depicted through advertisements aired on TV.

Keywords: TV advertisements, (im)politeness strategies, social groups, age, social situations


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