AMBIENTUM BIOETHICA BIOLOGIA CHEMIA DIGITALIA DRAMATICA EDUCATIO ARTIS GYMNAST. ENGINEERING EPHEMERIDES EUROPAEA GEOGRAPHIA GEOLOGIA HISTORIA HISTORIA ARTIUM INFORMATICA IURISPRUDENTIA MATHEMATICA MUSICA NEGOTIA OECONOMICA PHILOLOGIA PHILOSOPHIA PHYSICA POLITICA PSYCHOLOGIA-PAEDAGOGIA SOCIOLOGIA THEOLOGIA CATHOLICA THEOLOGIA CATHOLICA LATIN THEOLOGIA GR.-CATH. VARAD THEOLOGIA ORTHODOXA THEOLOGIA REF. TRANSYLVAN
|
|||||||
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. 2 / 2006 | |||||||
Article: |
TYPES AND ROLES OF PRESUPPOSITIONAL MEANINGS IN ADVERTISING PERSUASION. Authors: ANIȘOARA POP. |
||||||
Abstract: Stacking of presuppositions is a sedulously exploited semantic device in advertising. However, a careful selection of presuppositional meanings is hypothesized due to their presence in the logical form (LF) and their non-cancellable, determinate and context-free character. We present the basic types of presuppositions in a contrastive Romanian and English corpus of print advertisements, and demonstrate that: 1) advertisers are aware of the risk of using non-cancellable inferences for making contestable claims, 2) presuppositional load is controlled, even selected due to the advertisers’ liability to substantiate it, 3) it is usually flattering assumptions about the reader and/or product that are assumed by the advertiser to be believed by the reader to be true. | |||||||