By Keiko Tanaka
Advertisements Language analyses the methods advertisers use language to realize and continue the eye in their viewers, with specific emphasis on puns and metaphors. The ebook encompasses a specific bankruptcy on photographs of ladies in jap advertisements and is the one e-book to distinction British and eastern advertisements, as a result revealing penetrating insights into those cultures.
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Extra info for Advertising Language: A Pragmatic Approach to Advertisements in Britain and Japan
Relevance is a matter of degree. In other words, the greater the contextual effects of a newly presented item of information, the more relevant it is. Consider the following examples: (19) a If it rains, I’ll stay at home. b It’s raining. c It’s raining and there are sodden leaves on the lawn. In the context of (19a), which is artificially circumscribed, (19b) is intuitively more relevant than (19c). Yet (19b) and (19c) yield exactly the same contextual implication (19d), and thus have the same contextual effects in this context: (19) d I’ll stay at home.
In contrast, the speaker in ostensive communication leaves the fulfilment of his informative intention ‘in the hands of’ the addressee, by making his informative intention mutually manifest (Sperber and Wilson: 1986a:62). The addressee may accept his message or reject it, and it is here that trust and co-operation are important. But either way, the social relationship between communicator and addressee will have been affected. As Sperber and Wilson (1986a:61–2) put it: < previous page page_42 next page > < previous page page_43 next page > Page 43 Mutual manifestness may be of little cognitive importance, but it is of crucial social importance.
Sometimes attention is ‘wired into’ our perceptual < previous page page_41 next page > < previous page page_42 next page > Page 42 system, as with bright lights and loud noises. At other times it is learned. The notion of relevance is thus valid not only in ostensive-inferential communication, but also in determining which non-linguistic stimuli are likely to be processed, and in what way. The hearer often does not get her reward entirely through inference in covert communication, for the speaker exploits the fact that humans get a kind of pleasure out of processing certain stimuli.
Advertising Language: A Pragmatic Approach to Advertisements in Britain and Japan by Keiko Tanaka