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 e-book features a precise bankruptcy on pictures of girls in eastern ads and is the one publication to distinction British and eastern 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
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. By processing Paul’s reply (34b) against a context which contains assumption (35), Kay should derive the contextual implication (36): < previous page page_31 next page > < previous page page_32 next page > Page 32 (36) Paul would not like to go to Tosca.
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.
Since the customer does not regard the salesman as trustworthy, the salesman has to aim to achieve his < previous page page_39 next page > < previous page page_40 next page > Page 40 intended effects by means of an artfully crafted stimulus, and not by means of the customer’s trusting disposition toward him. He cannot afford to rely on the addressee’s co-operation at the social level. Not surprisingly, advertising is typical of a situation in which the speaker is not trustworthy and the hearer is not trusting.