시각과 청각 매체를 활용한 광고 언어의 외현적 그리고 암시적 메시지 처리에 대한 화용론적 접근

Abstract

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 hearers 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 hearers cognitive environment might be from the RTs 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.