Advertising Language : A Pragmatic Approach to Advertisements in Britain and Japan

ISBN-13: 9780415076470 / Angielski / Twarda / 1994 / 148 str.

Keiko Tanaka

Opis

This study offers an analysis of the linguistic devices that are used in advertisements, looking at the strategems which advertisers employ to gain and retain the attention of their audience. Using relevance theory as a framework, the work sets out its key aspects and applies them to the language of written advertising in Britain and Japan. Particular emphasis is placed on covert communication, puns and metaphors - the book contains a unique chapter on images of women in Japanese advertising. The text includes recent advertisements drawn from the two countries for comparison and contrast.

Recenzje

`... this study illustrates the new perspectives that relevance theory may open (or at least may help to rediscover) in the area of advertising language. At the same time it offers a useful comparison between Japanese and British advertising, showing that there are a number of differences, but that on the whole they have more in commom than might perhaps have been expected.' - Pragmatics

'The book is relevant to a wide range of disciplines, including anthropology, sociology, linguistics, literary criticism and media studies.' - Linguistics and Behavior Abstracts

Spis treści

1 Advertising and Communication 2 Communication 3 Covert Communication 4 Puns 5 Metaphors 6 Images Of Women

O autorze

Keiko Tanaka is Senior Research Fellow at Hertford College, Oxford.