Analysing and Explaining Irony in Commercial Advertisements: A Relevance-Theoretic Approach
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According to Routledge Dictionary of Language and Linguistics (Bussmann 1996: 596), irony is defined as ‘a rhetorical trope: the replacement of an expression that is meant by its opposite’. In relation to the nature of irony, however, Colston and O’Brien (2000) hold that when irony is used in advertisements in which the advertiser persuades the viewers to do what he wants, it brings about bigger effects than other linguistic mechanisms (e.g., metaphor). Based on Relevance Theory (henceforth, RT) which irony as ‘echoic mentioning + rejection or dissociation’, I explain how it is interpreted and why it is more effective than other linguistic mechanisms in the discourse situation of real advertisements. Finally, as this approach explains not only verbo-pictorial (i.e., multimodal) case but also a visual one by using a single principle of relevance, it is more economic and makes a contribution to increasing the explanatory power of RT.
Abstract
According to Routledge Dictionary of Language and Linguistics (Bussmann 1996: 596), irony is defined as ‘a rhetorical trope: the replacement of an expression that is meant by its opposite’. In relation to the nature of irony, however, Colston and O’Brien (2000) hold that when irony is used in advertisements in which the advertiser persuades the viewers to do what he wants, it brings about bigger effects than other linguistic mechanisms (e.g., metaphor). Based on Relevance Theory (henceforth, RT) which irony as ‘echoic mentioning + rejection or dissociation’, I explain how it is interpreted and why it is more effective than other linguistic mechanisms in the discourse situation of real advertisements. Finally, as this approach explains not only verbo-pictorial (i.e., multimodal) case but also a visual one by using a single principle of relevance, it is more economic and makes a contribution to increasing the explanatory power of RT.
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