Treść książki
Przejdź do opcji czytnikaPrzejdź do nawigacjiPrzejdź do informacjiPrzejdź do stopki
meanings;asaresult,theyrequireadditionalprocessingefortwhichmay
translateintoincreasedmemorabilityessentialtotheefectivenessofthe
advertisingefort(Tanaka,1992;Djafarova,2008).Considerationsrelated
tofurtherresearchonhumourinadvertisingwillbediscussedinthe
fourthchapter.
Ascanbeobservedonthebasisoftheongoingdiscussion,advertisers
eagerlyexperimentwithlanguageanditsresourcesaimingattheextension
ofappealandenhancementofefectivenessthankstoingeniousattention-
gettingdevices.Tothisend,theyemployfigurativeness,puzzle,andambi-
guityoferedbyfiguresandtropes(Brierley,2005)thathelptostimulate
interestintheaudience.“Broadlydefined,afigureofspeechentailsthe
useofwordsinamannerthatisvariedfromcommonuse”(Djafarova,
2008,p.268;cf.Leigh,1994);insuchaway,theaudiencehastodevote
moreattentiontoandexpendmorecognitiveefortondecodingmeanings,
whichgivesrisetomoreinvolvedprocessing(Falkowski,2002).Resulting
fromthiscognitiveefort,thestructurationofmeaning-makingelements
takesplace,leadingtowhatcanbecalledperceptualsynthesis,which
enablestheperceivertorecreateordiscoverencodedmeaningsonthebasis
ofcontextualexpectationsandpreviousexperiencewhichcausestimulito
mean(cf.Rock,1985;Falkowski,2002).
Seekingtoanswerthequestionofhowlanguagestructuresadvertising
discourse,itisimperativetoconsideritsanalysisatthepragmaticlevel,
whichprincipallyboilsdowntocontextuallymotivateddiscursivematters
likedeixisandthegeneraltextorganisationwithregardtoitscomposition
andfunctionperformed.Furthermore,itdealswithimplicatureandrel-
evance,whicharecentraltoproperdecodingofallmessages,notonly
thoseofmarketingorigin(thispairofnotionswillbeexplainedinmore
detailattheendofthechapter).
Inads,justlikeinanyotherformsofcommunication,theuseof
interactionalmarkers,thatis,personalpronouns,isakeyfactorwhich
establishescontactbetweentheadvertiser(theaddressor)andtheaudience
(theaddressees).Assuch,theformsofdirectpersonalaudienceaddressing
inadvertisingareableofcreatingastylethatisregardedasmorepersonal
orevenintimateowingtotheuseofyou-addressing,forinstance(cf.Leech,
1966;Janoschka,2004;Lazović,2014).Consciousofitsimportance,adver-
tisersoftenadjustthedeicticusageofpronounstothetypeofadschosen
foragivenproduct(cf.Goddard,1998);forexample,theyoptforthefirst
personsingularintestimonials.Nevertheless,themostcommonlyused
pronounreferencecomeswithdirectsecond-personforms,asdeictic“you”
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