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Reflexive inferences in advertising

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URI: http://hdl.handle.net/10498/9893

ISSN: 1133682x

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Alternative title
Inferencias reflexivas en publicidad
Author/s
Merino Ferradá, María del Carmen
Date
2009-01-01
Department
Filología Francesa e Inglesa
Source
PRAGMALINGÜÍSTICA (1133682X)- 2009, n. 17- p. 52-79
Abstract
Advertisements are so ubiquitous nowadays that capturing the addressee’s attention and maintaining it long enough for them to be fully processed have become fundamental objectives for advertisers. Employing specific strategies in the design of the advertisement contributes efficiently to achieving these goals, getting the audience not only to attend the stimulus but also to process it in certain ways favourable for the advertiser. We argue that Relevance theory, an approach to communication built on a massively modular view of cognition, offers the right tools to explain the nature of the interpretative processes in verbal comprehension. Knowledge of the relevance-based reflexive inferential procedures involved in utterance interpretation allows advertisers to foresee the addressee’s processing behaviour, giving them the possibility to control it in a such a way that the intended interpretative effects are achieved in the desired way.
Subjects
advertisements; relevance theory; reflexive Inferences; garden-path utterances; anuncios; teoría de la relevancia; inferencias reflexivas; enunciados retroactivos.
Collections
  • Artículos Científicos [3022]
  • Articulos Científicos Fil. Fra. Ing. [211]
  • Pragmalingüística nº 17 (2009) [12]

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