The STUDIA UNIVERSITATIS BABEŞ-BOLYAI issue article summary

The summary of the selected article appears at the bottom of the page. In order to get back to the contents of the issue this article belongs to you have to access the link from the title. In order to see all the articles of the archive which have as author/co-author one of the authors mentioned below, you have to access the link from the author's name.

  
       
         
    STUDIA PHILOLOGIA - Issue no. 4 / 2005  
         
  Article:   THE RELEVANCE CONTINUUM IN COMMERCIAL ADVERTISING.

Authors:  ANIȘOARA POP, MIHAI MIRCEA ZDRENGHEA. 		 
       
         
  Abstract:  Relevance flouting represents a major development in commercial advertising where the slight difference that exists between commodities entitle advertisers to superimpose non-relevant concepts with which the consumer will strive to work out a however far-fetched connection. Non-relevant verbal or visual elements overcome audience distrust, increase claim strength, enhance tangibility through sexual innuendo, and compensate for the lack of “new feature” information in a continuum, ranging from strong and overtly communicated, through weak and covert implicatures inherent in metaphoric expression, figurative and loose language and puns, to extreme frustrated relevance and indirectness. This hypothesis will be tested on ads for commercial products within the framework of Relevance Theory.  
         
     
         
         
      Back to previous page