“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...
| Main Author: | |
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| Format: | Article |
| Language: | English |
| Published: |
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 |
| _version_ | 1797271032019550208 |
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| author | Marthinus Conradie |
| author_facet | Marthinus Conradie |
| author_sort | Marthinus Conradie |
| collection | DOAJ |
| description |
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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| first_indexed | 2024-03-08T04:43:41Z |
| format | Article |
| id | doaj.art-42074e613e7b46b78f6bf5a564f6651f |
| institution | Directory Open Access Journal |
| issn | 0587-2405 2415-0479 |
| language | English |
| last_indexed | 2024-04-25T02:13:42Z |
| publishDate | 2013-08-01 |
| publisher | University of the Free State |
| record_format | Article |
| series | Acta Academica |
| spelling | doaj.art-42074e613e7b46b78f6bf5a564f6651f2024-03-07T11:11:04ZengUniversity of the Free StateActa Academica0587-24052415-04792013-08-01453“Oh, now I get it ...”: comic dupe irony in print advertisingMarthinus Conradie0University of the Free State 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. https://journals.ufs.ac.za/index.php/aa/article/view/1406 |
| spellingShingle | Marthinus Conradie “Oh, now I get it ...”: comic dupe irony in print advertising Acta Academica |
| title | “Oh, now I get it ...”: comic dupe irony in print advertising |
| title_full | “Oh, now I get it ...”: comic dupe irony in print advertising |
| title_fullStr | “Oh, now I get it ...”: comic dupe irony in print advertising |
| title_full_unstemmed | “Oh, now I get it ...”: comic dupe irony in print advertising |
| title_short | “Oh, now I get it ...”: comic dupe irony in print advertising |
| title_sort | oh now i get it comic dupe irony in print advertising |
| url | https://journals.ufs.ac.za/index.php/aa/article/view/1406 |
| work_keys_str_mv | AT marthinusconradie ohnowigetitcomicdupeironyinprintadvertising |