Analysis of Advertisements by Yus’ Verbal-Visual Model

Chenlu ZENG, Fang GUO

Abstract


Francisco Yus proposed a verbal-visual (VV) model for analyzing media discourse based on Relevance Theory in 1997. This paper gives an introduction to Yus’ VV model and then applies the model to analyze three advertisements with the VV model’s four parameters of communication: exchange, message, intentionality, and efficiency. Yus’ VV model successfully captures all possible interpretive categories of the selected advertisements. The study finds that the first selected ad has one communication layer—spectator-oriented communication—and is intentionally conveyed non-verbally to readers. The second ad has two communication layers—character-oriented and spectator-oriented communication. The author intentionally conveys the message to readers both verbally and non-verbally. The last ad has one communication layer—spectator-oriented communication. The author intentionally uses non-verbal communication with the readers. For all three ads, the reader may have maximal or minimal interpretive efficiency based on individual differences. This study analyzes advertisements at different levels of communication from a cognitive perspective. Currently, few studies do so. And this study provides a reference for the analysis of media discourse under the framework of relevance theory.


Keywords


Yus’ VV model; Relevance theory; Media discourse; Advertisements

Full Text:

PDF

References


Clark, H. H. (1987a). Relevance to what. Behavioral and Brain Sciences, 10(4), 714-715.

Clark, H. H. (1987b). Four dimensions of language use. In: 1985 international pragmatics conference (eds J. Verschueren and M. Bertuccelli-Papi), 9-25. Amsterdam: Benjamins.

Grice, H. P. (1975). Logic and conversation. New York: Academic Press.

Guo, J. N. (2013). On the Explanatory Validity of the Relevance Theory on Host Discourse in TV Talk Shows. M.A Thesis, Liaoning Normal University, China.

Li, D. M. (2002). A decade research of the Relevance Theory in China. Journal of Sichuan International Studies University, 18(02), 102-105.

Liu, G. H. (1999). Review and thinking of relevance theory. Journal of Sichuan Teachers College (Philosophy & Social Sciences), (02), 70-75.

Mateo, J. M. (2000). La interpretación y la imagen de masas: Francisco Yus Ramos, Alicante: Instituto de Cultura ‘Juan Gil-Albert’ (p.404). ISBN 84-7784-280-9.2.400 pesetas. Journal of Pragmatics, 32(4), 499-504.

Meng, J. G. (2002). On the explanatory power of optimal relevance to utterance communication. Foreigh Language Research, 109(02), 32-35+112.

Piazza, R., & Haarman, L. (2015). A pragmatic cognitive model for the interpretation of verbal–visual communication in television news programmes. Visual Communication, 15(4), 461-486.

Sperber, D., & Wilson, D. (1986) Relevance: Communication and cognition. Oxford: Blackwell.

Sperber, D., & Wilson, D. (1995). Relevance: Communication and cognition. Oxford: Blackwell.

Wang, L. (2019). A Study of the Discourse Markers in Donald Trump’s Political Speeches from the Perspective of the Relevance Theory. (M.A Thesis). Xi’an International Studies University, China.

Xing, Y. Y. (2016). Analysis of conflict talks from the perspective of the relevance theory — A case study of Jane Eyre. Journal of Qiqihar Junior Teachers’ College, 148(01), 57-58.

Yus, F. R. (1997) La interpretación y la imagen de masas. Alicante: Instituto de Cultura ‘Juan Gil-Albert’.

Yus, F. R. (1998a). A decade of relevance theory. Journal of Pragmatics, 30(3), 305-345

Yus, F. R. (1998b). Relevance theory and media discourse: A verbal visual model of communication. Poetics, 25(5), 293-309.




DOI: http://dx.doi.org/10.3968/12248

Refbacks

  • There are currently no refbacks.


Copyright (c) 2021 Canadian Social Science

Creative Commons License
This work is licensed under a Creative Commons Attribution 4.0 International License.


Share us to:   


Reminder

  • How to do online submission to another Journal?
  • If you have already registered in Journal A, then how can you submit another article to Journal B? It takes two steps to make it happen:

1. Register yourself in Journal B as an Author

  • Find the journal you want to submit to in CATEGORIES, click on “VIEW JOURNAL”, “Online Submissions”, “GO TO LOGIN” and “Edit My Profile”. Check “Author” on the “Edit Profile” page, then “Save”.

2. Submission

  • Go to “User Home”, and click on “Author” under the name of Journal B. You may start a New Submission by clicking on “CLICK HERE”.
  • We only use three mailboxes as follows to deal with issues about paper acceptance, payment and submission of electronic versions of our journals to databases: caooc@hotmail.com; css@cscanada.net; css@cscanada.org

 Articles published in Canadian Social Science are licensed under Creative Commons Attribution 4.0 (CC-BY).

 CANADIAN SOCIAL SCIENCE Editorial Office 

Address1020 Bouvier Street, Suite 400, Quebec City, Quebec, G2K 0K9, Canada.

Website: Http://www.cscanada.net Http://www.cscanada.org 
E-mailcss@cscanada.net, css@cscanada.org

Copyright © Canadian Academy of Oriental and Occidental Culture