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RELEVANCE, MEANING AND CONCEPTUAL REPRESENTATION IN PRINT MODERN ADVERTISING

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Author(s): Ana-Maria Florescu

Journal: Studii si Cercetari Filologice. Seria Limbi Straine Aplicate
ISSN 1583-2236

Volume: 10;
Issue: 2011;
Start page: 57;
Date: 2011;
Original page

Keywords: cognitive | relevance | meaning | space conceptual representation | modern print advertising discourse

ABSTRACT
The present study aims to underline, first of all, the interdependent relation between meaning and relevance, following a cognitive perspective. Secondly, we will determine an exponential relation between meaning comprehension and conceptual representation in print modern advertising.We will start by briefly introducing the Relevance Theory (Wilson and Sperber, 1986). We will examine the central notion of the theory, the relevance as a feature and as a function. Then, we will take into consideration the model of conceptual representation within the relevance theory, which we disagree with, and will propose a space conceptual model instead (inspired by Gärdenfors, 2000). At this level, we can establish the interdependent exponential relation between modern print advertising discourse, treated in terms of space conceptual model of representation, and its meaning comprehension process, emphasizing its optimal relevance.
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