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Pragmatics in Ad 590201223592012389593202280593202199592202025593202204593202333593202345 Group 3 英四甲 楊馨妤 Christine 英三乙 簡孜宸 Monica 英二乙 許朝欽 Dexter 英二乙.

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Presentation on theme: "Pragmatics in Ad 590201223592012389593202280593202199592202025593202204593202333593202345 Group 3 英四甲 楊馨妤 Christine 英三乙 簡孜宸 Monica 英二乙 許朝欽 Dexter 英二乙."— Presentation transcript:

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2 Pragmatics in Ad Group 3 英四甲 楊馨妤 Christine 英三乙 簡孜宸 Monica 英二乙 許朝欽 Dexter 英二乙 洪棉棉 April 英二乙 卓岱樺 Ivy 英二乙 林珍瑩 Emma 英二乙 鄔筱慈 Zinnia 英二乙 蔡璧瑩 Daisy

3 Linguistic Context: Discourse

4 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

5 Situational Context “What we say is not literally what we mean!”

6 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

7 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

8 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)

9 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

10 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.”

11 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

12 “sit” & “relax” : 1. If you buy the furniture of "exotic herbals", you will feel comfortable and relaxed. 2. Choose what you decide. (Presupposition)

13 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.

14 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.

15 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

16 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.


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