We prove large deviation principles for ergodic averages of dynamical systems admitting Markov tower extensions with exponential return times. Our main technical result from which a number of limit theorems are derived is the analyticity of logarithmic moment generating functions. Among the classes of dynamical systems to which our results apply are piecewise hyperbolic diffeomorphisms, dispersing billiards including Lorentz gases, and strange attractors of rank one including Hénon-type attractors.