Advertising Language: A Pragmatic Approach to Advertisements by Keiko Tanaka

By Keiko Tanaka

Advertisements Language analyses the methods advertisers use language to achieve and preserve the eye in their viewers, with specific emphasis on puns and metaphors. The ebook includes a particular bankruptcy on photos of girls in jap advertisements and is the one ebook to distinction British and jap ads, for this reason revealing penetrating insights into those cultures.

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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. This point is dealt with in more detail in the following chapter, in relation to the function of trust in communication.

From the existing assumption (16a) and the new information (16b), one can deduce some further information: (16) c I’ll stay at home. The second form of contextual effect is the strengthening of existing assumptions. One wakes up, hearing what one thinks is a pattering on the roof, and forms the hypothesis: (17) a It’s raining. One goes to the window, looks out, and discovers: (17) b It is raining. The third form of contextual effect is the contradiction and elimination of old assumptions. Assumptions placed in memory have varying degrees of strength.

Various pragmatists have since developed inferential models of communication, partly along lines suggested by Grice in his later work (1975). Inferential processes are directed towards interpreting the communicator’s intention, which is a radically different process from that of decoding. In decoding a sentence, phonetic representations of sentences are encoded, and semantic representations of sentences are decoded. The input to the decoding process is a signal and the output is a message, which is paired to the signal by the underlying code.

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