For Better Life ? Inferencing from Implied Advertising Claims

Result code in IS VaVaI
<a href="https://www.isvavai.cz/riv?ss=detail&h=RIV%2F00216224%3A14210%2F11%3A00056832" target="_blank" >RIV/00216224:14210/11:00056832 - isvavai.cz</a>
Result on the web
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DOI - Digital Object Identifier
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Result language
angličtina
Original language name
For Better Life ? Inferencing from Implied Advertising Claims
Original language description
The present paper deals with the notion of pragmatic implicature and inference as the linguistic concepts frequently utilised in the discourse of advertising. With focus on persuasive force of advertising language which relies on recipients inferential processes, it investigates how the use of pragmatic implicature enables advertisers to convey unstated meanings in their claims. Using the framework of Relevance Theory, proposed by Sperber and Wilson, pragmatic principles of communication are outlined and the model of inferential communication is introduced. The principle of Relevance, hearers processing effort in connection with possible positive cognitive effects is further discussed to illustrate how advertisers employ particular stimuli to attract attention and convince readers about the products benefits.
Czech name
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Czech description
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Publication year
2011
Confidentiality
S - Úplné a pravdivé údaje o projektu nepodléhají ochraně podle zvláštních právních předpisů

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