By Keiko Tanaka
Ads Language analyses the methods advertisers use language to realize and keep the eye in their viewers, with specific emphasis on puns and metaphors. The booklet includes a distinctive bankruptcy on photos of ladies in jap advertisements and is the one e-book to distinction British and eastern ads, therefore 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 Quality: Try to make your contribution one that is true. 1 Do not say what you believe to be false. 2 Do not say that for which you lack adequate evidence. C Relation: Be relevant. 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.
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. When two contradictory assumptions are derived, the weaker one is abandoned. Thus, one wakes up hearing what one thinks is a pattering on the roof, and forms the hypothesis: (18) a It’s raining.
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. Grice used his principle and maxims to make the important claim that the speaker tries to meet certain standards in communication, and that the hearer uses these standards in deriving what the speaker intends to communicate.