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Pragmatics in Ad

Pragmatics in Ad. 590201223 592012389 593202280 593202199 592202025 593202204 593202333 593202345. 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.

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Pragmatics in Ad

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  1. Pragmatics in Ad 590201223 592012389 593202280 593202199 592202025 593202204 593202333 593202345 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

  2. Linguistic Context: Discourse

  3. Linguistic Context: Discourse—Gaping Situational Context :Maxim of Relevance 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. Discourse—Gaping : The husband:“呷飯皇帝大” The wife: “租飯火起大”

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

  5. Maxim of Relevance 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!”

  6. 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.

  7. Maxim of Relevance & Deixis (Deictic) Maxim of Relevance: Implied meaning: Both child and adult can enjoy it! Deixis (Deictic): “It’s not just for kids.” It = bubble gum

  8. Maxim of Quality – not lie 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.

  9. 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.”

  10. Imperative – give order / commend The second picture, the Nike’s slogan on the wall. It encourages the child to pee on the wall. 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.

  11. Imperative – give order / commend • “sit” & “relax” : • If you buy the furniture of "exotic herbals", you will feel comfortable and relaxed. • Choose what you decide. (Presupposition)

  12. 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.

  13. 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.

  14. Conclusion Pragmatics are used a lot in the ad and cf • Situational Context • Imperative of Speech Acts • Presupposition

  15. Situational Context: words, sentences, or dialogues have “specific, implied meaning” in the situation of the ad and cf. • 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: Something will happen, but by using specific products, you can prevent it or make the situation better.

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