“Oh, now I get it ...”: comic dupe irony in print advertising
Advertising texts are typically designed to engage audiences in the process of meaning construction. This article conducts a relevance theoretic analysis of a sample of print advertisements that employ a specific type of irony towards this goal, based on Partington’s (2007) conceptualisation of com...
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| Format: | Article |
| Language: | English |
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University of the Free State
2013-08-01
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| Series: | Acta Academica |
| Online Access: | https://journals.ufs.ac.za/index.php/aa/article/view/1406 |
| Summary: | Advertising texts are typically designed to engage audiences in the process of meaning construction. This article conducts a relevance theoretic analysis of a sample of print advertisements that employ a specific type of irony towards this goal, based on Partington’s (2007) conceptualisation of comic dupe irony. The results suggest that comic dupe irony is manifested in a discrepancy between two narratives. Consumers are encouraged to establish relevance by processing the irony that arises from this discrepancy, thus expending more processing effort for the promise of relevant cognitive effects.
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| ISSN: | 0587-2405 2415-0479 |