Comunicarea inferențială în cadrul discursului publicitar [Articol]

Abstract

Inferentiality is a continuity that makes it possible to move from linguistic to non-linguistic for a complex and multi-faceted interpretation of a speech act, such as the advertising discourse. Based on the Relevance Principle, the inferential interpretation ensures that a wide range of notions and concepts are updated in the advertising speech, such as: evaluation of the role of the Cognitive principle and the Communication principle of relevance; research into locutionary, illocutionary and perlocutionary acts; delimitation of implicite assumptions and mutually knowledge; formation of cognitive context and contextual assumptions; connection of language form - logical form - pragmatic form. Applied to the advertising discourse, the theory of relevance also emphasizes the conditions for successful communication to be identified, as well as the disturbing factors in the transmission of the advertising discourse; the determination of the role and significance of the weak implications and strong implications. Inferences highlight the role of propositional effects and non-propositional effects in the realization of the perlocutionary act and allows the assessment of the effort-effect ratio achieved by the evaluation of the advertising discourse.