지원사업
학술연구/단체지원/교육 등 연구자 활동을 지속하도록 DBpia가 지원하고 있어요.
커뮤니티
연구자들이 자신의 연구와 전문성을 널리 알리고, 새로운 협력의 기회를 만들 수 있는 네트워킹 공간이에요.
초록· 키워드
오류제보하기
The present study attempts to find which linguistic structures will be more efficient as some specific types of advertisement captions by conducting a pragmatic experiment from two different pragmatic perspectives, i.e. Relevance Theory (henceforth, RT) and Neo-Gricean one. Bencherif & Tanaka (1987) tries to divide linguistic features involved in advertisements into covert or overt messages on the basis of the degree of hearer’s cognitive processing effort required to interpret messages (see Sperber & Wilson 1986). They argue that the more implicated an advertised messages would be, the more facilitated hearer’s cognitive environment might be from the RT’s perspectives. However, this study questions whether or not their arguments will be valid in other conditions, e.g., TV and Radio, in that their results would be made on the basis of the paper-based condition. This study explores how this issue will be verified in other advertising environments on the basis of two assumptive processing models, i.e. default coding-processing model (DCPM) and contextual inference model (CIM), with the aid of pragmatic experiments’ results.
목차
1. 서론
2. 기본해독과정(DCPM)과 맥락추론과정(CIM)
3. 실험설계 및 진행
4. 결과 및 고찰
5. 논의
6. 결론 및 제안
참고문헌
참고문헌 (16)
참고문헌 신청
1. [단행본] - 이성범 / 2012 / 화용론 연구의 거시적 관점: 이론과 실제 / 소통 : 99 ~ 170
2. [학술대회논문] - Bencherif, S. / 1987 / Covert forms of communication / Paper given at the Autumn Meeting of The Linguistic Association of Great Britain
3. [단행본] - Bernstein. D. / 1974 / Creative advertising / Longman
4. [단행본] - Brown, P. / 1987 / Politeness; Some universals in language usage / Cambridge University Press
5. [학술지(정기간행물)] - Crook, J. / 2004 / On covert communication in advertising / Journal of Pragmatics 36 : 715 ~ 738
2. [학술대회논문] - Bencherif, S. / 1987 / Covert forms of communication / Paper given at the Autumn Meeting of The Linguistic Association of Great Britain
3. [단행본] - Bernstein. D. / 1974 / Creative advertising / Longman
4. [단행본] - Brown, P. / 1987 / Politeness; Some universals in language usage / Cambridge University Press
5. [학술지(정기간행물)] - Crook, J. / 2004 / On covert communication in advertising / Journal of Pragmatics 36 : 715 ~ 738
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UCI(KEPA) : I410-ECN-0101-2015-700-001068606