Research in Language · 2012 · 16 citations · 7 references
Language StudiesComputer SciencePsycholinguisticsContext DependenceSemantic ProcessingRelevance-based Inference
While the essential role context plays in the understanding of expressions and utterances has never been questioned, the way it is perceived has evolved from a static factor established prior to the process of utterance interpretation, indeed a prerequisite for processing information, to a dynamic entity which emerges in this process. The latter view is espoused by relevance theorists, who define context as “the set of premises used in interpreting an utterance” (Sperber and Wilson 1986/95: 15) and treat it as a mental construct undergoing diverse modifications as the comprehender of an utterance processes and interprets incoming verbal information and other communicative signals supplied by the communicator. The aim of this paper is to consider the usefulness of this model of context for analyzing the derivation of meaning in puns, i.e. utterances in which, instead of its usual function of allowing the comprehender to resolve ambiguities ubiquitous in language and communication, the context plays a different role of leading him to entertain, and often to accept two diverse readings[…].
7
Humor and the search for relevance
Francisco Yus · Journal of Pragmatics · 2003 · 236 citations
Advertising Language. A Pragmatic Approach to Advertisements in Britain and Japan.
Keiko Tanaka · Lingua · 1996 · 138 citations
Business, Communication, Marketing +14
The pun in advertising: A pragmatic approach
Keiko Tanaka · Lingua · 1992 · 126 citations
Business, Communication, Marketing +11