광고 언어의 비진실성에 대한 화용적 접근
A Pragmatic Approach to Non-truthfulness of Advertising Language
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The present study is an attempt to provide a pragmatic analysis on the non-truthfulness of one of the most strategic uses of language today, namely advertising language. Despite the wide-spread use of terms like ‘false or exaggerating advertisements’ in our daily life, the correct definition of non-truthfulness of advertising language from a pragmatic point of view has not been given. The paper aims to deal with more clear and specific concepts and to suggest linguistic criteria for those hypes and fraudulent advertising messages. To this end, non-truthful advertising language is classified into three different, well-defined categories and the characteristics of each category as well as the possible implicatures of covert advertising messages are discussed in terms of neo-Gricean pragmatics.
Abstract
The present study is an attempt to provide a pragmatic analysis on the non-truthfulness of one of the most strategic uses of language today, namely advertising language. Despite the wide-spread use of terms like ‘false or exaggerating advertisements’ in our daily life, the correct definition of non-truthfulness of advertising language from a pragmatic point of view has not been given. The paper aims to deal with more clear and specific concepts and to suggest linguistic criteria for those hypes and fraudulent advertising messages. To this end, non-truthful advertising language is classified into three different, well-defined categories and the characteristics of each category as well as the possible implicatures of covert advertising messages are discussed in terms of neo-Gricean pragmatics.
참고문헌 (27)
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