Advertising Language: A Pragmatic Approach to Advertisements by Keiko Tanaka

By Keiko Tanaka

Ads Language analyses the methods advertisers use language to realize and preserve the eye in their viewers, with specific emphasis on puns and metaphors. The e-book encompasses a targeted bankruptcy on photos of girls in jap ads and is the one ebook to distinction British and jap advertisements, hence revealing penetrating insights into those cultures.

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For example, she may have seen him at a party the < previous page page_17 next page > < previous page page_18 next page > Page 18 night before, and therefore she may not be convinced that he studied hard on the night in question. In other words, it is possible that the speaker’s intention to inform will be recognised without being fulfilled. The speaker will still have succeeded in communication, even though he will have failed to convince his hearer. This point is dealt with in more detail in the following chapter, in relation to the function of trust in communication.

A asks B how C is getting on in his new job, and B replies, ‘Oh quite well, I think; he likes his colleagues, and he hasn’t been to prison yet’. ’ (1975:43) Grice (1975:45) shifts the focus to those aspects of meaning which are not semantically determined. He calls these ‘conversational implicature’, as opposed to semantically determined ‘conventional implicature’. Conversational implicature is worked out from the meaning of the sentence uttered, together with the context, on the basis of the assumption that communication is governed by the Co-operative Principle.

Although the revisions do not affect the way the theory works as explained in this chapter, one of them needs to be mentioned, since it affects one of the definitions cited here. Thus, according to Sperber and Wilson (1995:260), there are two principles of relevance, defined as follows: 1 Human cognition tends to be geared to the maximisation of relevance. 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.

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