By Keiko Tanaka
Ads Language analyses the methods advertisers use language to achieve and continue the eye in their viewers, with specific emphasis on puns and metaphors. The publication incorporates a targeted bankruptcy on pictures of girls in eastern ads and is the one e-book to distinction British and jap advertisements, accordingly revealing penetrating insights into those cultures.
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Extra resources for Advertising Language: A Pragmatic Approach to Advertisements in Britain and Japan
In contrast, assumptions which are derivable from the proposition expressed by the < previous page page_26 next page > < previous page page_27 next page > Page 27 utterance together with the context are called implicatures. The notion of implicature was first used by Grice (1975), but this distinction between explicature and implicature does not correspond to Grice’s distinction between ‘saying’ and ‘implicating’ (Sperber and Wilson 1986a, 1995, Carston 1988b, Blakemore 1992). Sperber and Wilson (1986a:195) argue that both the contextual assumption and the conclusion are implications of the utterance, and call the former an implicated premise and the latter implicated conclusion.
I am not using the utterance as a descrip- < previous page page_32 next page > < previous page page_33 next page > Page 33 tion of a state of affairs, but as a faithful representation of a thought which I intend to communicate, with metaphorical effect. Moreover, Wilson and Sperber (1988b:137) argue that it is the ‘faithfulness’ of the proposition expressed by the utterance to the thought expressed which is at stake. By ‘faithfulness’, they mean that an utterance resembles another one closely enough in relevant respects.
B He: I’m just going to Covent Garden. If (11b) was used in a context containing assumption (12), then the utterance in (11b) would be treated as conveying proposition (13): (12) They sell flowers in Covent Garden. (13) He will be able to get some flowers. On the other hand, if (11b) was used in a context containing assumption (14), then the utterance would be interpreted as communicating (15): (14) They do not sell flowers in Covent Garden. (15) He will not get any flowers. RELEVANCE AND COGNITION Relevance, according to Sperber and Wilson, is the key to human cognition.
Advertising Language: A Pragmatic Approach to Advertisements in Britain and Japan by Keiko Tanaka