Advertising language
Subtitle: a pragmatic approach to advertisements in Britain and Japan
By: Keiko Tanaka.
Publisher: Routledge
Published: 1994
Place of publication: London; New York
Language: eng
Number of pages: 148
Subjects: Advertising -- Great Britain.; Advertising -- Japan.; Communication -- Social aspects -- Great Britain.; Communication -- Social aspects -- Japan.
Description: 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.
Notes: Includes bibliographical references (p. 134-143) and index.