Purpose — ​As social media develops, becoming a more relevant part of society, it is more necessary to understand it, more so when considering social informatics. Exclusively considering the types of advertising available on Instagram, the purpose of this study is to determine the preference of Generation Y and Z, and analyse what motivates their preference when interacting with Instagram advertisements. Method — ​The study relies on qualitative responses. Therefore, appropriate methods to achieve this data are interviews and surveys. Additionally, survey data can be more easily collected in order to ensure that the analysis of the final results is as accurate as possible for the general population. 10 interviews were conducted, and over 40 responses were gathered from the survey. Through the use of mockups to act as visual cues, the methods will test for preference based on three aspects; visual, trustworthiness and purchase behaviour. Conclusion — ​Through a thematic analysis, the final results uncovered that participants based their decision according to at least one of three themes; Familiarity, Presentation of Information, and/or Advertising Intrusion. A consistent majority was not achieved across all tested aspects of preference, however, Video Ads were typically favoured. Limitations — ​The nature of this study is very specific, therefore a lot of considerations within the field have been omitted. Generations outside of Y and Z will not be considered and the study focuses on these groups within Jönköping. Additionally, aspects of social media such as hashtags, tagging functions, and influencers have been studied immensely and will not be relevant to this study. Limitations have been made in order to conduct the study reasonably and competently.

In this thesis we deal with pragmatic aspects of language, specifically studying the classification of speech acts and conversational implicature. The theoretical part is concerned with the work of J. L. Austin, J. R. Searle and M. Grepl with an emphasis on differences in the classification of illocutionary acts. Then we deal with the maxim of politeness and pleasantries types according to P. Brown and S. C. Lewinson. In the practical part using analysis of advertising headlines and slogans we are trying to demonstrate the functionality of the classification of speech acts by individual authors. We try to also confirm the performative nature of these statements also implicitly expressed performative verbs. We are interested in the presence of the maxims of politeness in these texts and the consequent shift between different types of courtesy. The aim is to highlight the issue of classification of illocutionary acts and try to outline improvements to this shift. The assumption is that, although the classification struggling with inaccuracies, we thereunder able to distinguish different types of repetitive speeches. To complement these findings, we want to prove performative character of advertising texts, even assuming that there will be implicitly expressed performative verb and the presence of...