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This paper aims to analyse the applicability of Sperber and Wilson's relevance theory to advertising discourse. A brief presentation of the principles of the mentioned theory will be followed by an application of this theoretical framework to account for some of the most outstanding characteristics of the discourse of advertising. Thus, the extralinguistic and linguistic devices most recurrently employed in advertisements reveal themselves as useful means to (a) attract and maintain the reader's--or potential purchaser's--attention, (b) fix in this way the advertisement in his/her memory, (c) associate the product with desirable qualities, and (d) produce additional contextual effects. INTRODUCTION

GENRE
Professioneel en technisch
UITGEGEVEN
2000
1 december
TAAL
EN
Engels
LENGTE
21
Pagina's
UITGEVER
Spanish Association for Anglo-American Studies (AEDEAN)
GROOTTE
259.4
kB

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