简介
The language of advertising has been the subject of numerous studies in different disciplines although relatively little work has been done from the perspective of semiotics and linguistics. This book provides, for the first time, a linguistic analysis of advertising within the framework of Relevance Theory, a stimulating new approach in the domain of pragmatics, the branch of linguistics which studies how language is used. The key aspects of Relevance Theory are set out and explored in the book, and are then applied to the language of written advertising in Britain and Japan, illustrated by contrastive advertisements drawn from the two countries. Keiko Tanaka offers an analysis of the linguistic devices that are used in advertisements, and looks at the strategems which advertisers employ to gain and retain theattention of their audience. Particular emphasis is placedon 'covert communication', and puns and metaphors, and thebook contains an unusual insight into images of women in Japanese advertising.
目录
Table Of Contents:
List of plates ix
Preface to the paperback edition xi
Acknowledgements xiii
Preliminary notes xv
Advertising and Communication 1(13)
Introduction 1(1)
Some semiotic approaches 1(5)
Some linguistic approaches 6(6)
Conclusion 12(2)
Communication 14(22)
Introduction 14(1)
Communication and inference 14(4)
Ostensive-inferential communication 18(2)
Standards in communication 20(2)
Relevance and cognition 22(4)
Implicatures 26(3)
The determination of context 29(3)
Loose talk 32(3)
Conclusion 35(1)
Covert Communication 36(23)
Introduction 36(1)
Trust and social co-operation in ostensive communication 37(3)
Advantages of engaging in covert communication 40(3)
Covert communication in advertising 43(15)
Conclusion 58(1)
Puns 59(24)
Introduction 59(1)
Puns, ambiguity and Relevance Theory 60(2)
Puns in advertising 62(4)
`Nonsense' puns 66(6)
Puns and context 72(3)
Puns and sexual innuendo 75(3)
Puns with two communicated meanings 78(4)
Conclusion 82(1)
Metaphors 83(24)
Introduction 83(1)
Lakoff and Johnson's approach to metaphor 84(2)
Grice's approach to metaphor 86(2)
A Relevance-based approach to metaphor 88(2)
Metaphors in advertising 90(5)
Metaphors in perfume advertisements 95(9)
Metaphors and puns 104(2)
Conclusion 106(1)
Images of Women 107(25)
Introduction 107(1)
Word meaning and concepts 108(2)
Intelligence 110(8)
Individualism 118(8)
Feminism in Japan 126(4)
Conclusion 130(2)
Conclusion 132(2)
Bibliography 134(10)
Index 144
List of plates ix
Preface to the paperback edition xi
Acknowledgements xiii
Preliminary notes xv
Advertising and Communication 1(13)
Introduction 1(1)
Some semiotic approaches 1(5)
Some linguistic approaches 6(6)
Conclusion 12(2)
Communication 14(22)
Introduction 14(1)
Communication and inference 14(4)
Ostensive-inferential communication 18(2)
Standards in communication 20(2)
Relevance and cognition 22(4)
Implicatures 26(3)
The determination of context 29(3)
Loose talk 32(3)
Conclusion 35(1)
Covert Communication 36(23)
Introduction 36(1)
Trust and social co-operation in ostensive communication 37(3)
Advantages of engaging in covert communication 40(3)
Covert communication in advertising 43(15)
Conclusion 58(1)
Puns 59(24)
Introduction 59(1)
Puns, ambiguity and Relevance Theory 60(2)
Puns in advertising 62(4)
`Nonsense' puns 66(6)
Puns and context 72(3)
Puns and sexual innuendo 75(3)
Puns with two communicated meanings 78(4)
Conclusion 82(1)
Metaphors 83(24)
Introduction 83(1)
Lakoff and Johnson's approach to metaphor 84(2)
Grice's approach to metaphor 86(2)
A Relevance-based approach to metaphor 88(2)
Metaphors in advertising 90(5)
Metaphors in perfume advertisements 95(9)
Metaphors and puns 104(2)
Conclusion 106(1)
Images of Women 107(25)
Introduction 107(1)
Word meaning and concepts 108(2)
Intelligence 110(8)
Individualism 118(8)
Feminism in Japan 126(4)
Conclusion 130(2)
Conclusion 132(2)
Bibliography 134(10)
Index 144
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