영어 광고문의 특성에 관한 연구 -일탈，열림，그리고 위반-
Artful Deviation, Openness, and Violation in Advertising English
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The purpose of advertisements is not only to call consumers’ greater attention but also to persuade them to purchase. Rhetorical devices that can be refined as an artful deviation are frequently found in advertisements and prove their effectiveness in memory and persuasion. In recent years, a number of researchers have referred to an increase in openness: i.e., providing less guidance towards a certain message and consequently, leading consumers to invest more effort in finding an interpretation, or in choosing between possible interpretations. The main purpose of this study is to discuss various features of English print advertisements using rhetorical figures in the view of deviation. About 1,700 ads selected from four English magazines in the 2000s were analyzed according to McQuarrie and Mick (1996)’s taxonomy and classified into two categories: ‘schemes’ and ‘tropes’. Familiar examples of schematic figures that deviate from expectation by excessive regularity include rhyme and alliteration, while metaphors and puns are familiar examples of tropic figures that deviate from expectation due to lack of order and require closure by their readers. This study also shows that the presence of various rhetorical figures, especially tropic figures, is considered as an indication for openness and that the increase in openness is supported by our quantitative analysis. The widespread use of rhetorical figures and the increase in openness and ambiguity in ads allow the consumer more freedom to interpret the message. One more feature in English ads is mentioned in relation to Maxims of Conversation suggested by Grice (1975). Recognizing advertising as a special case of communication, we discuss how most advertisers intentionally violate Maxims of conversation and encourage addressee to recover possible implicatures.
Abstract
The purpose of advertisements is not only to call consumers’ greater attention but also to persuade them to purchase. Rhetorical devices that can be refined as an artful deviation are frequently found in advertisements and prove their effectiveness in memory and persuasion. In recent years, a number of researchers have referred to an increase in openness: i.e., providing less guidance towards a certain message and consequently, leading consumers to invest more effort in finding an interpretation, or in choosing between possible interpretations. The main purpose of this study is to discuss various features of English print advertisements using rhetorical figures in the view of deviation. About 1,700 ads selected from four English magazines in the 2000s were analyzed according to McQuarrie and Mick (1996)’s taxonomy and classified into two categories: ‘schemes’ and ‘tropes’. Familiar examples of schematic figures that deviate from expectation by excessive regularity include rhyme and alliteration, while metaphors and puns are familiar examples of tropic figures that deviate from expectation due to lack of order and require closure by their readers. This study also shows that the presence of various rhetorical figures, especially tropic figures, is considered as an indication for openness and that the increase in openness is supported by our quantitative analysis. The widespread use of rhetorical figures and the increase in openness and ambiguity in ads allow the consumer more freedom to interpret the message. One more feature in English ads is mentioned in relation to Maxims of Conversation suggested by Grice (1975). Recognizing advertising as a special case of communication, we discuss how most advertisers intentionally violate Maxims of conversation and encourage addressee to recover possible implicatures.
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