Verbal Irony as a Strategy for Practising the Virtue of Humility: A Pragmatic Perspective
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The representative Relevance Theoretical approaches to irony (e.g. Sperber and Wilson 1981, 1995, 1998, Wilson and Sperber 1992) have focused on its sarcastic use, by defining it as ‘echoic mentioning + rejection or dissociation’. However, Leech (1983), Brown and Levinson (1987) and Lee (2002) point out that irony can also be used to satisfy non-sarcastic purposes. By using irony, the speaker may pursue face-saving strategy or humorously praise (or encourage) other person’s merits or achievements. Within a pragmatic perspective (particularly Relevance Theory), this paper examines another function of irony: practising the virtue of humility. For instance, when irony is used in commercial advertisements, it generally presents that the advertiser self-downgrades the merits of his company, products or services. This strategy may contributes to winning public trust in the company or its products/services, because humility irony draws consumers’ sympathy with them by appealing to their mind.
Abstract
The representative Relevance Theoretical approaches to irony (e.g. Sperber and Wilson 1981, 1995, 1998, Wilson and Sperber 1992) have focused on its sarcastic use, by defining it as ‘echoic mentioning + rejection or dissociation’. However, Leech (1983), Brown and Levinson (1987) and Lee (2002) point out that irony can also be used to satisfy non-sarcastic purposes. By using irony, the speaker may pursue face-saving strategy or humorously praise (or encourage) other person’s merits or achievements. Within a pragmatic perspective (particularly Relevance Theory), this paper examines another function of irony: practising the virtue of humility. For instance, when irony is used in commercial advertisements, it generally presents that the advertiser self-downgrades the merits of his company, products or services. This strategy may contributes to winning public trust in the company or its products/services, because humility irony draws consumers’ sympathy with them by appealing to their mind.
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