The Context and Inferential Meaning in Advertising Language

doi:10.18627/jslg.39.1.202305.23

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2023 Vol.39, Issue 1 Preview Page Next Page

Research Article

The Context and Inferential Meaning in Advertising Language 광고 언어의 맥락과 의미추론: 양정연¹, 이상철^1*
Yang, Jeongyeon¹, Lee, Sangcheol^1*; ¹충남대학교

¹Chungnam University

31 May 2023. pp. 23-40

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Abstract

This study aims to analyze the use of rhetorical devices in advertising texts based on relevance theory. When interpreting the rhetorical devices in advertising texts using relevance theory, it is important to consider the relevance of words or structures within the context, allowing the audience to understand the speaker’s intention. Additionally, relevance theory suggests that rhetorical devices in texts are based on the audience’s ability to infer relevance, meaning that the most relevant interpretation of the message is explored based on the audience’s background knowledge and context. The implicit meaning of advertising texts can have different meanings depending on the contextual information they are interpreted in, even with the same vocabulary.

Keywords

Relevance Theory

advertising text

text analysis

context analysis

study of rhetorical devices

References

양정연, 이상철. 2022. 영어 광고에서 형용사 ‘good’과 상황 의미 (ad hoc concept). 언어연구, 38.1, 7-19.
Austin, L. L. and Gaither, B. M. 2016. Examining public Response to Corporate Social Initiative Types: A Quantitative Content Analysis of Coca-Cola’s Social Media. Social Marketing Quarterly 22.4, 290-306. 10.1177/1524500416642441
Carston, R. 1996. Metaphor, Irony, and the Psychology of language. Cambridge: Academic Press.
Carston, R. 2002. Thoughts and Utterances: The Pragmatics of Explicit Communication. New Jersey: Blackwell Publishers. 10.1002/9780470754603 11964277
Donnelly, C. M. and McDaniel, M. A. 1993. Use of analogy in learning scientific concepts. Journal of Experimental Psychology: Learning, Memory, and Cognition 19.4, 975-987. 10.1037/0278-7393.19.4.975 8345330
Forceville, C. 1996. Pictorial Metaphor in Advertising. Psychology Press. 10.4324/9780203272305 8916814
Gibbs, R. W. and Moise, J. F. 1997. Pragmatics in Understanding What is said. Cognition 62.1, 51-74. 10.1016/S0010-0277(96)00724-X 8997170
Jefkins, F. 1984. Advertising (4th ed.). Macmillan.
Kövecses, Z. 2000. Metaphor and Emotion: Language, Culture, and Body in Human Feeling. Cambridge University Press.
Lakoff, G. and Johnson, M. 1980. Metaphors We Live by. Chicago: University of Chicago Press.
Littlemore, J. 2015. Metonymy. Cambridge: Cambridge University Press. 10.1017/CBO9781107338814
Martin, J. R. 1992. English Text: Structure and System. Philadelphia: John Benjamin. 10.1075/z.59
McQuarrie, E. F. and Mick, D. G. 1999. Visual Rhetoric in Advertising: Text-interpretive, Experimental, and Reader- response Analyses. Journal of Consumer Research 26.1, 37-54. 10.1086/209549
Moriarty, S., Mitchell, N., and Wells, W. D. 2019. Advertising: Principles and Practice (10th ed.). London: Pearson.
Sperber, D. and Wilson, D. 1995. Relevance: Communication and Cognition (2nd ed.). Oxford: Blackwell.
Taskiran, N. O. 2018. Metaphor in Advertising: A Relevance Theory Approach. Journal of Language and Linguistic Studies 14.1, 97-108.
Wilson, D. and Sperber, D. 2002. Truthfulness and Relevance. Mind 111.441, 583-632. 10.1093/mind/111.443.583
Zaltman, G. and Coulter, R. H. 1995. Seeing the Voice of the Customer: Metaphor-based Advertising Research. Journal of Advertising Research 35.4, 35-51.

Information

Publisher :The Modern Linguistic Society of Korea
Publisher(Ko) :한국현대언어학회
Journal Title :The Journal of Studies in Language
Journal Title(Ko) :언어연구
Volume : 39
No :1
Pages :23-40
DOI :https://doi.org/10.18627/jslg.39.1.202305.23

[1] 양정연, 이상철. 2022. 영어 광고에서 형용사 ‘good’과 상황 의미 (ad hoc concept). 언어연구, 38.1, 7-19.

[2] Austin, L. L. and Gaither, B. M. 2016. Examining public Response to Corporate Social Initiative Types: A Quantitative Content Analysis of Coca-Cola’s Social Media. Social Marketing Quarterly 22.4, 290-306. 10.1177/1524500416642441

[3] Carston, R. 1996. Metaphor, Irony, and the Psychology of language. Cambridge: Academic Press.

[4] Carston, R. 2002. Thoughts and Utterances: The Pragmatics of Explicit Communication. New Jersey: Blackwell Publishers. 10.1002/9780470754603 11964277

[5] Donnelly, C. M. and McDaniel, M. A. 1993. Use of analogy in learning scientific concepts. Journal of Experimental Psychology: Learning, Memory, and Cognition 19.4, 975-987. 10.1037/0278-7393.19.4.975 8345330

[6] Forceville, C. 1996. Pictorial Metaphor in Advertising. Psychology Press. 10.4324/9780203272305 8916814

[7] Gibbs, R. W. and Moise, J. F. 1997. Pragmatics in Understanding What is said. Cognition 62.1, 51-74. 10.1016/S0010-0277(96)00724-X 8997170

[8] Jefkins, F. 1984. Advertising (4th ed.). Macmillan.

[9] Kövecses, Z. 2000. Metaphor and Emotion: Language, Culture, and Body in Human Feeling. Cambridge University Press.

[10] Lakoff, G. and Johnson, M. 1980. Metaphors We Live by. Chicago: University of Chicago Press.

[11] Littlemore, J. 2015. Metonymy. Cambridge: Cambridge University Press. 10.1017/CBO9781107338814

[12] Martin, J. R. 1992. English Text: Structure and System. Philadelphia: John Benjamin. 10.1075/z.59

[13] McQuarrie, E. F. and Mick, D. G. 1999. Visual Rhetoric in Advertising: Text-interpretive, Experimental, and Reader- response Analyses. Journal of Consumer Research 26.1, 37-54. 10.1086/209549

[14] Moriarty, S., Mitchell, N., and Wells, W. D. 2019. Advertising: Principles and Practice (10th ed.). London: Pearson.

[15] Sperber, D. and Wilson, D. 1995. Relevance: Communication and Cognition (2nd ed.). Oxford: Blackwell.

[16] Taskiran, N. O. 2018. Metaphor in Advertising: A Relevance Theory Approach. Journal of Language and Linguistic Studies 14.1, 97-108.

[17] Wilson, D. and Sperber, D. 2002. Truthfulness and Relevance. Mind 111.441, 583-632. 10.1093/mind/111.443.583

[18] Zaltman, G. and Coulter, R. H. 1995. Seeing the Voice of the Customer: Metaphor-based Advertising Research. Journal of Advertising Research 35.4, 35-51.

The Journal of Studies in Language ISSN:1225-4770(Print) 2671-6151(Online) 언어연구

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