By Keiko Tanaka
Advertisements Language analyses the methods advertisers use language to realize and continue the eye in their viewers, with specific emphasis on puns and metaphors. The publication incorporates a distinctive bankruptcy on photos of ladies in eastern advertisements and is the one publication to distinction British and eastern ads, as a result revealing penetrating insights into those cultures.
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Extra resources for Advertising Language: A Pragmatic Approach to Advertisements in Britain and Japan
Other implicatures are very weakly backed by the speaker. In the case of these weak implicatures, the hearer has to take on a great responsibility if she is to believe them. When (20b) gives Kay access to her encyclopaedic information about Glyndebourne, she may retrieve information other than (24). For example, Kay may supply (25) and (26) and derive (27) and (28): < previous page page_27 next page > < previous page page_28 next page > Page 28 (25) People who like to spend their leisure time in going to the opera are cultured.
That is to say that the interpretation recovered from an utterance cannot be deduced directly from the content of the utterance or the discourse in which the utterance appears, and the interpretation is only likely to be correct, rather than guaranteed to be correct. Indeed, it may turn out to be wrong. The following example illustrates this point: (4) (a) She: Would you come to dinner tonight? (b) He: I’m baby-sitting tonight. In normal circumstances, the hearer of (4b) would add (5) to the context and conclude (6): (5) If one is baby-sitting, one will be unable to come to dinner.
From the hearer’s point of view, unless there is a specific reason to believe that the utterance is literal, it should be assumed that there is some degree of looseness in the utterance. This matches our intuitions. For example, I once lived in a flat which was located exactly opposite the main façade of the British Museum. All my visitors were informed of this fact in advance, in addition to being provided with my address. However, every single one of them used to point out on their < previous page page_34 next page > < previous page page_35 next page > Page 35 arrival, with a tone of surprise, that my flat was exactly opposite the British Museum.
Advertising Language: A Pragmatic Approach to Advertisements in Britain and Japan by Keiko Tanaka