By Keiko Tanaka
Ads Language analyses the methods advertisers use language to achieve and keep the eye in their viewers, with specific emphasis on puns and metaphors. The booklet encompasses a specified bankruptcy on pictures of girls in jap ads and is the single e-book to distinction British and eastern advertisements, thus revealing penetrating insights into those cultures.
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Extra info for Advertising Language: A Pragmatic Approach to Advertisements in Britain and Japan
It’ in (1) has to be assigned to an appropriate referent from an infinite number of possible referents. The word ‘hot’ can mean either ‘having a high temperature’ or ‘spicy’, and the hearer of (2) has to decide which meaning the word has in the context. Moreover, she has to know for what or for whom the food is too hot. ‘Early’ in (3) is vague and the understanding of the sentence is not completed until the hearer decides what time the speaker means by this. Furthermore, a sentence such as (2) can be used with a certain tone of voice by the speaker, either to complain to the hearer that the food is too hot, or to ask the hearer whether it is too hot.
It is mutually manifest to both the advertiser and his addressee that the advertiser is saying something because he wants her to buy a product or service. The advertiser’s task is to make her believe something about a product without her trusting in him, or, indeed, despite her distrusting him. This leads to a variety of strategies on the part of the advertiser. Covert communication is one of these strategies, and others are explored in subsequent chapters. ADVANTAGES OF ENGAGING IN COVERT COMMUNICATION When the speaker’s informative intention is not made mutually manifest, Sperber and Wilson argue that genuine ostensive, or overt, communication does not occur.
There are practical rather than theoretical limitations to the extent of the processing effort. The number and complexity of extensions involved for communication to be successful will be limited by the hearer’s capacity for extending the context, and by the constraints on the effort side of comprehension. But there is no other restriction on the number of extensions that may be used to establish the relevance of a given proposition. Furthermore, the speaker can actually direct his hearer towards an appropriate context, given that he holds specific expectations about how his utterance will be relevant.
Advertising Language: A Pragmatic Approach to Advertisements in Britain and Japan by Keiko Tanaka