附註:Includes bibliographical references (pages 134-143) and index.
Book cover; half-title; title; copyright; dedication; contents; plates; preface to the paperback edition; acknowledgements; preliminary notes; 1 advertising and communication; introduction; some semiotic approaches; some linguistic approaches; conclusion; 2 communication; introduction; communication and inference; ostensive-inferential communication; standards in communication; relevance and cognition; implicatures; the determination of context; loose talk; conclusion; 3 covert communication; introduction; trust and social co-operation in ostensive communication.
Advantages of engaging in covert communicationcovert communication in advertising; conclusion; 4 puns; introduction; puns, ambiguity and relevance theory; puns in advertising; 'nonsense' puns; puns and context; puns and sexual innuendo; puns with two communicated meanings; conclusion; 5 metaphors; introduction; lakoff and johnson's approach to metaphor; grice's approach to metaphor; a relevance-based approach to metaphor; metaphors in advertising; metaphors in perfume advertisements; metaphors and puns; conclusion; 6 images of women; introduction; word meaning and concepts; intelligence.
Individualismfeminism in japan; conclusion; conclusion; bibliography; index.
摘要:Keiko Tanaka offers an analysis of the linguistic devices that are used in advertisements, looking at the strategems which advertisers employ to gain and retain the attention of their audience. Using relevance theory as a framework, she sets out its key aspects and applies them to the language of written advertising in Britain and Japan. Particular emphasis is placed on `covert communication', puns and metaphors, and the book contains a unique chapter on images of women in Japanese advertising. It is fully illustrated throughout with recent contrasting advertisements drawn from the two countri.
