For Better Life ? Inferencing from Implied Advertising Claims

Kód výsledku v 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>

Výsledek na webu

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DOI - Digital Object Identifier

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Jazyk výsledku

angličtina

Název v původním jazyce

For Better Life ? Inferencing from Implied Advertising Claims

Popis výsledku v původním jazyce

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.

Název v anglickém jazyce

For Better Life ? Inferencing from Implied Advertising Claims

Popis výsledku anglicky

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.

Druh

O - Ostatní výsledky

CEP obor

AI - Jazykověda

OECD FORD obor

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Projekt

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Návaznosti

S - Specificky vyzkum na vysokych skolach

Rok uplatnění

2011

Kód důvěrnosti údajů

S - Úplné a pravdivé údaje o projektu nepodléhají ochraně podle zvláštních právních předpisů