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Advertising Language: A Pragmatic Approach to Advertisements - download pdf or read online

By Keiko Tanaka

ISBN-10: 0203007301

ISBN-13: 9780203007303

ISBN-10: 0415076471

ISBN-13: 9780415076470

ISBN-10: 0415198356

ISBN-13: 9780415198356

Ads Language analyses the methods advertisers use language to achieve and preserve the eye in their viewers, with specific emphasis on puns and metaphors. The booklet encompasses a exact bankruptcy on pictures of ladies in jap ads and is the one publication to distinction British and eastern ads, as a result revealing penetrating insights into those cultures.

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Additional info for Advertising Language: A Pragmatic Approach to Advertisements in Britain and Japan

Sample text

2 Every act of ostensive communication communicates a presumption of its own optimal relevance. The first principle is to do with cognition, while the second one is about communication. The second principle is identical to the principle of relevance originally set out in the 1986 edition, and Sperber and Wilson continue to refer to the second one as the principle of relevance. The change is, as they put it, ‘expository and not substantive’ (Sperber and Wilson 1995:261). < previous page page_35 next page > < previous page page_36 next page > Page 36 3 COVERT COMMUNICATION INTRODUCTION This chapter investigates how advertisers seek to achieve their primary goal of persuading or influencing an audience.

If a request is made, the speaker must have assumed that the hearer would have some motive for complying with it. ’ in an adventure story. In short, in the case of an ostensive stimulus, the hearer can expect that the stimulus is intended to be relevant to her. Sperber and Wilson thus argue that an act of ostensive communication automatically communicates what they call a presumption of optimal relevance (1986a:158). In other words, in ostensive-inferential communication, the communicator necessarily communicates that the stimulus he uses is relevant to the audience.

An utterance can have contextual effects in one of three ways. Sperber and Wilson (1990:42–3) illustrate these three possibilities through the following examples. The first form of contextual effect is contextual implication, that is further information which cannot be deduced from either existing assumptions or the new information alone. Suppose that one wakes up with the following thought: (16) a If it’s raining, I’ll stay at home. One looks out of the window and discovers: (16) b It’s raining.

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Advertising Language: A Pragmatic Approach to Advertisements in Britain and Japan by Keiko Tanaka


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