광고어의 함축과 그 추론과정

Abstract

This is a study on the advertisement expressions, especially on the conversational implicatures which the ad expressions have and the required inferences to derive the implicatures. The classifications of the ad expressions, so far, have the problems of not being unique nor clear. I propose a new criterion: degree of implicature. Ad expressions with low degree of implicature are those which readers can easily infer the implicatures with the analysis of linguistic forms only. And the expressions with high degree of implicature are those which the readers have some difficulty inferring the implicatures because the expressions have not only the linguistic forms but also the situational forms. Some proposed the Grice's maxims in analyzing the implicatures in ad expressions, but it has problems because it is limited to the speakers point of view. And I propose a new maxim of relevance which includes the hearer's point of view as well. This must be taken into considerations especially when we have to do with the inferences with the situaltinal forms, and with cultural contexts.