Download e-book for iPad: Advertising Language: A Pragmatic Approach to Advertisements by Keiko Tanaka

Download e-book for iPad: Advertising Language: A Pragmatic Approach to Advertisements by Keiko Tanaka

By Keiko Tanaka

Ads Language analyses the methods advertisers use language to realize and continue the eye in their viewers, with specific emphasis on puns and metaphors. The booklet incorporates a precise bankruptcy on photographs of ladies in eastern ads and is the single booklet to distinction British and jap ads, for that reason revealing penetrating insights into those cultures.

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

Sample text

At a very general level, there is a constant tendency for the advertiser to try to make the addressee forget that he is trying to sell her something: Some advertisers may seek to stretch the credibility of their advertisement by plagiarizing the ‘house style’ of the magazine. Agency personnel I interviewed believed that this approach could make advertisements immediately accessible and appealing, especially to the younger audience. It is one way of seducing readers into paying attention to advertisements which they might otherwise selectively avoid.

38) Paul went to church on the 6th of December 1992. However, this analysis clearly does not apply in such cases as imperatives and interrogatives (Wilson and Sperber 1988a). Nor does it apply to linguistic devices much used in advertising, such as metaphor (Wilson and Sperber 1988b). Sperber and Wilson (1986a:228–9) argue that an utterance can be used not only to represent a state of affairs in the world, but also to represent another utterance it resembles in content. They go on to say that every utterance is a representation of the thought the speaker intends to communicate.

Sperber and Wilson 1986a:158) The fact that an ostensive stimulus creates an expectation of optimal relevance does not necessarily mean that it will actually be optimally relevant to the hearer. The speaker may be mistaken or he may be acting in bad faith. For example, I may say to you that they are showing Richard II at the nearby theatre and you may know that Richard II is no longer being played and that they are now showing Richard III . In this case, the information I have offered is irrelevant to you.

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