함축을 통한 영어 광고 분석
An Analysis of English Commercials in Terms of the Theory of Implicature
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This paper focuses on how English commercial conversations work and how they differ from ordinary conversations. Unlike ordinary conversations, dialogs in English commercials are more complicated. We analyze English commercials by the Maxims of Grice (1975) focusing on how a speaker(an advertiser) sends a message to a hearer(an audience) and how the hearer(the audience) takes the speaker’s (the advertiser’s) intended message. And this paper also analyzes English TV commercials based on the Relevance Theory of Sperber & Wilson (1986) to describe how an advertiser’s intended massage is taken by a hearer (a TV audience). In ordinary conversations, if a hearer does not have the same background information or experience, he/she will not understand the speaker’s intention. Similarly, if a hearer (an audience) does not have appropriate background information in English TV commercial conversations, he/she will interpret the speaker’s intention differently.
Abstract
This paper focuses on how English commercial conversations work and how they differ from ordinary conversations. Unlike ordinary conversations, dialogs in English commercials are more complicated. We analyze English commercials by the Maxims of Grice (1975) focusing on how a speaker(an advertiser) sends a message to a hearer(an audience) and how the hearer(the audience) takes the speaker’s (the advertiser’s) intended message. And this paper also analyzes English TV commercials based on the Relevance Theory of Sperber & Wilson (1986) to describe how an advertiser’s intended massage is taken by a hearer (a TV audience). In ordinary conversations, if a hearer does not have the same background information or experience, he/she will not understand the speaker’s intention. Similarly, if a hearer (an audience) does not have appropriate background information in English TV commercial conversations, he/she will interpret the speaker’s intention differently.
참고문헌 (24)
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