By Keiko Tanaka
Advertisements Language analyses the methods advertisers use language to achieve and maintain the eye in their viewers, with specific emphasis on puns and metaphors. The e-book incorporates a special bankruptcy on photographs of ladies in eastern ads and is the single e-book to distinction British and jap ads, as a result revealing penetrating insights into those cultures.
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Additional info for Advertising Language: A Pragmatic Approach to Advertisements in Britain and Japan
D Manner: Be perspicuous. 1 Avoid obscurity of expression. 2 Avoid ambiguity. < previous page page_20 next page > < previous page page_21 next page > Page 21 3 Be brief (avoid unnecessary prolixity). 4 Be orderly. Sperber and Wilson (1986a:36) point out that this formulation leaves many unanswered questions, including the source and nature of the Co-operative Principle and the maxims. Grice does not define what he means by expressions such as ‘relevant’ and ‘perspicuous’. Moreover, he states that there might be more maxims than the already numerous ones listed above.
Not surprisingly, advertising is typical of a situation in which the speaker is not trustworthy and the hearer is not trusting. 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.
The success of ostensive communication is defined as the hearer recovering the speaker’s informative intention, not as the speaker making the hearer believe something. It is possible for the hearer successfully to recover the set of assumptions intended by the speaker without actually believing them. Moreover, trust is not in itself necessary for belief to occur. If there is trust between the speaker and hearer, it will be just an extra contextual assumption and it will help the hearer believe what the speaker communicates.
Advertising Language: A Pragmatic Approach to Advertisements in Britain and Japan by Keiko Tanaka