LINGUISTIC DEVICES IN ADVERTISING TO EXPRESS IMPLICITNESS
https://doi.org/10.59982/18294359-26.1-ld-25
Abstract
Street advertisements are considered to be visual patterns with short messages which include deep meanings and informative character. Using different linguistic and paralinguistic means advertisers convey ambiguous information which should be comprehended and covered by audience. The emphasis is on creativity of making informative speech.
This study is the observation of intentional implicit meaning in advertisement. The paper has a pragmatical nature. Through multilayered analyses, an attempt is made to reveal different perceptions of the same advertisement, its purposes, subtext as well as the intentional and unintentional meanings the advertisings can convey.
In the paper the same message in advertisement is studied and interpreted through different linguistic and paralinguistic methods such as elliptical sentence, incomplete sentence, hint, ambiguity and metaphor. The analysis of the research material indicates that in some cases the interpretation depends on structural reconstruction, but in most cases the presuppositions – the background knowledge – help us to cover the potential meanings of the message.
Keywords: Advertisement, implied meaning, intention, intended message, ellipsis, metaphor, ambiguity.
PAGES: 304—311