Discourse—Gaping : The husband: “ 呷飯皇帝大 ” The wife: “ 租飯火起大 ” Maxim of Relevance: Implied meaning: “ 呷飯皇帝大 ” : 1. Don ’ t disturb me! I ’ m eating. 2. I ’ m hungry! Could you please prepare the meal as soon as possible? “ 租飯火起大 ” : 1. I ’ m cooking. Don ’ t hurry me! Otherwise, I ’ ll be mad with you. Linguistic Context: Discourse—Gaping Situational Context Situational Context : Maxim of Relevance
Situational Context “What we say is not literally what we mean!”
Literal meaning: “ Children ’ s shoes have far to go! ” START-RITE “ and they ’ ll walk happily ever after “ Implied meaning: “ Just come to START- RITE, and buy a pair of new, good shoes for your children! ” Maxim of Relevance
Implied meaning: “Don’t let your children grow up too quickly.” Let your kids use SEA&SKI, and they will not become old quickly. Maxim of Relevance
Deixis (Deictic): “It’s not just for kids.” It = bubble gum Maxim of Relevance: Implied meaning: Both child and adult can enjoy it! Maxim of Relevance & Deixis (Deictic)
To paraphrase its meaning, we may not have you a trip to wild nature, but by using our amazing air cleaner products, you can breathe fresh air as being in wild nature. Maxim of Quality – not lie
Imperative – give order / commend “Trust me, you can make it!” The advertisement is just like a command which says “Just do that what I want you to do, and then you will be what you want to be.”
The first picture there is someone wants to commit suicide and he sees the bill board “ just do it.” It encourages him to jump over the building. The second picture, the Nike ’ s slogan on the wall. It encourages the child to pee on the wall. Imperative – give order / commend
“sit” & “relax” : 1. If you buy the furniture of "exotic herbals", you will feel comfortable and relaxed. 2. Choose what you decide. (Presupposition)
Presupposition “Guess who’s having a baby!” If you don’t use protection, you will commit original sin that Adam and Eve used to do.
Presupposition The speaker says: “ If you want to sleep with him, you would marry him. ” This slogan means that if you don ’ t want to have such a nightmare like this man, you should choose your own suite. Presupposition: You haven ’ t sleep with him and marry him yet.
Conclusion Pragmatics are used a lot in the ad and cf Pragmatics are used a lot in the ad and cf Situational Context Situational Context Imperative of Speech Acts Imperative of Speech Acts Presupposition Presupposition
Situational Context: Situational Context: words, sentences, or dialogues have “specific, implied meaning” in the situation of the ad and cf. Imperative of Speech Acts: Imperative of Speech Acts: short, direct, and strong slogans are used to support the product’s main idea and to make deep impression e.g. “Just do it!” (by Nike) Presupposition: Presupposition: Something will happen, but by using specific products, you can prevent it or make the situation better.