Publisher description for Advertising language : a pragmatic approach to advertisements in Britain and Japan / Keiko Tanaka.


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Keiko Tanaka offers an analysis of the linguistic devices that are used in advertisements, looking at the stratagems which advertisers employ to gain and retain the attention of their audience. Using Relevance Theory as a framework, she sets out the key aspects, then applies these to the language of written advertising in Britain and Japan. Particular emphasis is placed on "covert communication" and puns and metaphors, and the book contains a unique chapter on images of women in Japanese advertising. It is fully illustrated throughout with recent contrastive advertisements drawn from the two countries.




Library of Congress subject headings for this publication:
Advertising -- Great Britain.
Advertising -- Japan.
Communication -- Social aspects -- Great Britain.
Communication -- Social aspects -- Japan.