Download PDF by Keiko Tanaka: Advertising Language: A Pragmatic Approach to Advertisements

By Keiko Tanaka

ISBN-10: 0203007301

ISBN-13: 9780203007303

ISBN-10: 0415076471

ISBN-13: 9780415076470

ISBN-10: 0415198356

ISBN-13: 9780415198356

Advertisements Language analyses the methods advertisers use language to achieve and continue the eye in their viewers, with specific emphasis on puns and metaphors. The e-book includes a particular bankruptcy on photos of ladies in eastern advertisements and is the single publication to distinction British and jap advertisements, hence 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

There are situations in which the hearer might recognise that the speaker intends to inform her of this fact, but nevertheless does not believe it. 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.

On the one hand, it can be used to represent a state of affairs, in virtue of being a true description of that state of affairs. This they call descriptive use . On the other hand, an utterance can represent another utterance in virtue of some resemblance in content, in that they share logical and contextual implications. They talk about this as interpretive use or interpretive resemblance . Interpretive resemblance is context-dependent. Consider the following exchange: (40) a Kay: How much do you earn?

This process is illustrated by the following example: (34) a Kay: Would you like to go to Tosca? b Paul: I’m not keen on Puccini. Paul has not answered Kay’s question directly, but he has implied an answer. Kay has to recover the intended effects of the utterance. She must supply certain premises, either by retrieving them from her memory or by deriving them in some way from what she knows. The criterion of consistency with the principle of relevance provides her with an adequate guide. One of the premises which Kay should be able to supply is: (35) Tosca was composed by Puccini.

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


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