By Keiko Tanaka
Advertisements Language analyses the methods advertisers use language to realize and preserve the eye in their viewers, with specific emphasis on puns and metaphors. The ebook includes a detailed bankruptcy on pictures of girls in jap advertisements and is the one booklet to distinction British and jap advertisements, thus revealing penetrating insights into those cultures.
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Extra info for Advertising Language: A Pragmatic Approach to Advertisements in Britain and Japan
In contrast, he would not have succeeded in his task if he provided a great deal of information but failed to persuade anybody to buy his product. Needless to say, this only applies to commercial advertising, the focus of all that follows, and not to public benefit advertising. ‘Covert communication’ is a response to inter-related problems which advertisers face in their task of persuading or influencing. They wish to avoid negative social reactions, which may arise in response to certain aspects of their advertisements, such as the use of sex and the exploitation of the notion of snobbery.
The exact answer (41) would be required in this case. The fact that interpretive resemblance is a matter of degree gives rise to the notion of loose talk, which is crucial to the analysis of metaphor and images of women in advertising in Chapters 5 and 6 respectively. At one end of the scale, when the proposition expressed by an utterance is identical with the thought it represents, the utterance is described as ‘literal’ (Sperber and Wilson 1986a:231) At the other end of the scale, when the proposition expressed by an utterance and the thought it represents share no content, there would be no resemblance and the utterance would be unacceptable.
Let us suppose that (3) was said by a double-glazing salesman to a potential customer: (3) You would find it good value for money. The customer would not regard it as a sufficient reason to believe (3) that the salesman intended to make her believe this statement. It is mutually manifest that he would be likely to say (3), even if his statement were to be inconsistent with the truth. The statement is not truly worth the hearer’s while to believe, because the doubleglazing salesman and his customer are unequal interlocutors.