Drawing Inferences from Implied Advertising Claims

Bc. Alena Zapletalová

Master's thesis

Anotácia:

The thesis analyses the deceptive nature of advertising within the field of pragmatics. On the theoretical background of relevance theory, it investigates persuasive strategies relying on recipients’ inferential processes which enable advertisers to convey unstated meanings through implied claims. The way persuasion is achieved is illustrated on Harris’ typology of implicatures.

Abstract:

The thesis analyses the deceptive nature of advertising within the field of pragmatics. On the theoretical background of relevance theory, it investigates persuasive strategies relying on recipients’ inferential processes which enable advertisers to convey unstated meanings through implied claims. The way persuasion is achieved is illustrated on Harris’ typology of implicatures.

Keywords

Advertising, advertisements, inference, implicature, persuasion, relevance theory, Harris

Jazyk práce: English

Datum vytvoření / odevzdání či podání práce: 23. 1. 2009

Obhajoba závěrečné práce

• Obhajoba proběhla 28. 1. 2009
• Vedúci: doc. Mgr. Jan Chovanec, Ph.D.

Masaryk University

Faculty of Arts

Master programme / odbor:
Teacher Training for Secondary Schools / Upper Secondary School Teacher Training in English Language and Literature