Abstract This article focuses on an advertisement campaign run in Danish national newspapers promoting Boeing’s combat aircraft F 18 Super Hornet. The campaign received extensive media attention due to its scale and unconventional methods. On the basis of pragmatic text analysis we describe three features in the advertisements: Genre problems, a controversial depiction of sender and recipient, and problems relating to argumentation. We conclude that (1) the analyzed text is predominantly commercial in intent, although framed as information by a sender position that is partly ambiguous in terms of identity, and (2) the campaign’s main arguments are flawed, since decisive justification is not accessible. Based on the findings, the conclusion suggests that the campaign is best understood as a hybrid between public relations and public affairs.

中文翻译：

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波音战斗机超级大黄蜂广告宣传中的沟通问题

摘要 本文重点介绍在丹麦国家报纸上开展的宣传波音公司战斗机 F 18 超级大黄蜂的广告活动。该活动因其规模和非常规的方法而受到媒体的广泛关注。在语用文本分析的基础上，我们描述了广告中的三个特征：体裁问题、对发送者和接收者的有争议的描述以及与论证相关的问题。我们得出的结论是：（1）分析的文本主要是商业意图，尽管发送者的立场在身份方面部分模棱两可，但作为信息框架，以及（2）竞选的主要论点有缺陷，因为决定性的理由是不可访问的。 。 ? ? ? ? ? ? ? ? ? ? ? ? ? ? ? ? ? ? ? ? ? ? ? ? ? ? ? ? ? ? ? ? ? ? ? ? ? ? ? ? ? ? ? ? ? ? ? ? ? ? ? ? ? ? ? ? ? ? ? ? ? ? ? ? ? ? ? ? ? ? ? ? ? ? ? ? ? ? ? ? ? ? ? ? ? ? ? ? ? ? ? ? ? ? ? ? ? ? ? ? ? ? ? ? ? ? ? ? ? ? ? ? ? ? ? ? ? ? ? 根据调查结果，结论表明该运动最好被理解为公共关系和公共事务的混合体。