By Keiko Tanaka
Advertisements Language analyses the methods advertisers use language to achieve and preserve the eye in their viewers, with specific emphasis on puns and metaphors. The e-book incorporates a precise bankruptcy on photographs of girls in jap advertisements and is the one e-book to distinction British and eastern advertisements, to that end revealing penetrating insights into those cultures.
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Additional resources for Advertising Language: A Pragmatic Approach to Advertisements in Britain and Japan
However, it does give Kay immediate access to her encyclopaedic knowledge about Glyndebourne, which includes contextual assumption (22): (22) One goes to Glyndebourne to watch a performance of the opera. If processed in a context containing (22), (20b) would yield (23): (23) Paul went to the opera at Glyndebourne. It is not difficult to see that Kay is expected by Paul to process (20b) in a context which contains (23) and derive (24): (24) Paul likes going to the opera in his leisure time. It can be said that Paul has strongly implicated (24) by saying (20b).
Nor are the respective hearers usually aware of any ambiguity, as it is almost invariably resolvable in context. Indeed, unless the ambiguity is resolved, the utterance will not succeed as a vehicle for communication. The distinction between this kind of resolvable ambiguity and unresolvable ambiguity, or equivocation, is important for the analysis in Chapter 4. The gap between the linguistically encoded meaning of a sentence and what is actually communicated by uttering the sentence on a given occasion is filled by inference, and not by < previous page page_15 next page > < previous page page_16 next page > Page 16 more coding.
A happily married couple exemplifies a social situation where a trustworthy speaker communicates with a trusting addressee. Together they strive to maximise the relevance of all new information in order to improve their knowledge of the world. The husband can rely on his wife to believe something which he intends to make her believe, and vice versa. But it would be highly unrealistic to assume that communication always takes place in such a situation. A prison warder is in a position to make an inmate’s life difficult, and for a prisoner to believe this fact it is sufficient that she should know about the warder’s power.