Analysing Connection of Metaphor and Irony in Advertisements
0
조회
0
다운로드
5
인용
0
참고문헌
키워드
초록
Within a pragmatic perspective (i.e. the Relevance Theoretical approach), this paper aims to examine and analyse a case of interactions by metaphor and irony, which I call connection. Whereas metaphor occurs at the conceptual level and relies on the inference from the similarity between two different entities or experiences (Lakoff and Johnson 1980), irony is elicited by the speaker's mentioning or copying another's statement and rejecting or dissociating himself from the opinion or the thought communicated by that statement (Sperber and Wilson 1981, 1995). This difference between metaphor and irony has made most previous pragmatic studies treat them in a separate way. However, sometimes metaphor and irony come together particularly in advertisements. One way in which metaphor and irony can do so is that they are explicitly or implicitly connected by a connective (e.g. but) and collaborate with each other, in order to achieve successful communication.
Abstract
Within a pragmatic perspective (i.e. the Relevance Theoretical approach), this paper aims to examine and analyse a case of interactions by metaphor and irony, which I call connection. Whereas metaphor occurs at the conceptual level and relies on the inference from the similarity between two different entities or experiences (Lakoff and Johnson 1980), irony is elicited by the speaker's mentioning or copying another's statement and rejecting or dissociating himself from the opinion or the thought communicated by that statement (Sperber and Wilson 1981, 1995). This difference between metaphor and irony has made most previous pragmatic studies treat them in a separate way. However, sometimes metaphor and irony come together particularly in advertisements. One way in which metaphor and irony can do so is that they are explicitly or implicitly connected by a connective (e.g. but) and collaborate with each other, in order to achieve successful communication.
참고문헌 (36)
- Anscombre, Jean C, "L’Argumentation dans la Langue" (1983), Pierre Mardaga
- Attado, Salvatore, "Irony as Relevant Inappropriateness", Journal of Pragmatics, 32, pp.793~826 (2000)
- Bezuidenhout, Ann, "Metaphor and What is Said: A Defense of a Direct Expression View of Metaphor", Midwest Studies in Philosophy, 25, pp.156~186 (2001)
- Blakemore, Diane, "Semantic Constraints on Relevance" (1987), Blackwell
- Blakemore, Diane, "Indicators and Procedures: Nevertheless and But", Journal of Linguistics, 36, pp.463~486 (2000)
- Blakemore, Diane, "Understanding Utterances: An Introduction to Pragmatics" (2004), Blackwell
- Explicature and Semantics, "Carston, Robyn", 1~46, pp.UCL Working Papers in Linguistics 12 (2000)
- Relevance Theory and the saying, "implicating distinction", Carston, Robyn, 2001, pp.1~35, UCL Working Papers in Linguistics 13
- Carston, Robyn, "Thoughts and Utterances: The Pragmatics of Explicit Communication" (2002), Blackwell
- Carston, Robyn, "Metaphor, hyperbole and simile: A pragmatic approach", Language and Cognition, 3(2), pp.283~312 (2011)
- Colston, Herbert. L, "Contrast and pragmatics in figurative language: Anything understatement can do, irony can do better", Journal of Pragmatics, 32, pp.1557~1583 (2000)
- Cruse, Daniel. A, "Lexical Semantics" (1986), Cambridge University Press
- Ducrot, Oswald, "Les échelles argumentatives" (1980), Les Éditions de Minuit
- Giora, Rachel, "On irony and negation", Discourse Processes, 19(2), pp.239~264 (1995)
- Grice, Herbert. P, "Logic and conversation. The Philosophy of Language (third edition)", pp.156~167 (1975), Oxford University Press
- Hall, Alison, "Do discourse connectives encode concepts or procedures?", Lingua, 117, pp.149~174 (2007)
- Horn, Laurence, "A Natural History of Negation" (1989), The University of Chicago Press
- 김대영, "OK. Please Show Me Your Marilyn Monroe Now: An Analysis of Metaphorical Irony", 담화와 인지, 20(2), pp.21~47 (2013), 담화·인지언어학회
- Lagerwerf, Luuk, "Irony and Sarcasm in Advertisements: Effect of Relevant Inappropriateness", Journal of Pragmatics, 39, pp.1702~1721 (2007)
- Lakoff, George, "Metaphors We Live By" (1980), The University of Chicago Press
- Nogales, Patti, "Metaphorical Content as What is Said", Journal of Pragmatics, 44, pp.997~1008 (2012)
- Popa, Mihaela, "Figuring the Code: Pragmatic Routes to the Non-Literal", 박사, pp.2009
- Recanati, François, "Literal Meaning" (2004), Cambridge University Press
- "Routledge Dictionary of Language and Linguistics" (1996), Routledge
- Seto, Ken-Ichi, "On non-echoic irony, In Relevance Theory: Applications and Implications", pp.239~255 (1998), John Benjamins Publishing Company
- Sperber, Dan, "Irony and Use-Mention Distinction. Radical Pragmatics", pp.295~318 (1981), Academic Press
- Sperber, Dan, "Relevance: Communication and Cognition (Second edition)" (1995), Blackwell
- Sperber, Dan, "Irony and relevance: A reply to Seto, In Relevance Theory: Applications and Implications", pp.283~293 (1998), John Benjamins Publishing Company
- Tanaka, Keiko, "Advertising Language: A Pragmatic Approach to Advertisements in Britain and Japan" (1996), Routledge
- Toulmin, Stephen, "The Uses of Argument" (1958), Cambridge University Press
- Utsumi, Akira, "Verbal irony as implicit display if ironic environment: distinguishing ironic utterances from non-irony", Journal of Pragmatics, 32, pp.1777~1806 (2000)
- Wearing, Catherine, "Metaphor and What is Said", Mind and Language, 21, pp.310~332 (2006)
- Wilson, Deirdre, "Parallels and differences in the treatment of metaphor in relevance theory and cognitive linguistics", Intercultural Pragmatics, 8(2), pp.177~196 (2011)
- Wilson, Deirdre, "On Verbal Irony", Lingua, 87, pp.53~76 (1992)
- Wilson, Deirdre, "Metaphor, Relevance and the ‘Emergent Property’ Issue", Mind and Language, 21, pp.404~433 (2006)
- Winner, Ellen, "Metaphor and Irony: Two Levels of Understanding, In Metaphor and Thought", pp.425~443 (1993), Cambridge University Press