The adjective “ unique”


adjective use
car advertising
Relevance Theory
lexical pragmatics
ad hoc concepts
uso adjetival
publicidad del automóvil
Teoría de la Relevancia
pragmática léxica
conceptos ad hoc

How to Cite

Díez Arroyo, M. (2020). The adjective “ unique”: More than a buzzword in the language of advertising . Ibérica, (40), 149–170. Retrieved from


This paper examines the role of the adjective “unique” in car manufacturers’ websites. The presence of adjectives is generally acknowledged to be a significant feature of advertising texts; however, analyses often focus on issues relating to the statistical frequency of occurrence of such items. Based on a corpus of sixteen UK car manufacturers’ websites, the present study considers the adjective “unique” in order to extract lexical information about its use and possible interpretation. From a relevance-theoretic approach to lexical pragmatics, findings indicate that this item shows an extraordinary sensitivity to context, and a number of ad hoc concepts are identified. Results also show that the word “unique” performs a significant persuasive role in online car advertising, adapting perfectly to the defining characteristics of this medium, as well as to the distinguishing features of the automobile as a commodity product

Copyright (c) 2020 Marisa Díez Arroyo

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This work is licensed under a Creative Commons Attribution-NonCommercial 4.0 International License.


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