HSBC’S CULTURAL­THEMED­ADVERTISEMENT IN POLITENESS PRINCIPLE AND RELEVANCE THEORY

Abstract

Advertisements have evolved from its basic role; introducing product or services; into persuading
people to buy or use particular product or services. Globalization does create an immense business market
for the producers. Different target cultures become one of the considerations for language chosen. A series
of cultural-themed-advertisement by HSBC since 2002, emphasize on its awareness of each culture and
their ability to cope business and financial globally. Politeness Principles is one of effective way to cover the
bank’s initial goal properly to get more desirable impact. Sperber and Wilson’s Relevance Theory is also
useful to describes the communication act between HSBC (though the hands of advertisers) with the banking
consumers’ across the world. The researcher used Content Analysis method for the objects. Cultural-themedbank-advertisements showed the use of Politeness Principle and Relevance Theory. The advertisement used
both theories to achieve their utmost goal, becoming the most memorable advertisement in their costumers’
mind.