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영어

Kim, Dae-Young. 2013. Analysing Connection of Metaphor and Irony in Advertisements. Korean Journal of Linguistics, 38-3, 519-546. Within a pragmatic perspective (i.e. the Relevance Theoretical approach), this paper aims to examine and analyse a case of interactions by metaphor and irony, which I call connection. Whereas metaphor occurs at the conceptual level and relies on the inference from the similarity between two different entities or experiences (Lakoff and Johnson 1980), irony is elicited by the speaker's mentioning or copying another's statement and rejecting or dissociating himself from the opinion or the thought communicated by that statement (Sperber and Wilson 1981, 1995). This difference between metaphor and irony has made most previous pragmatic studies treat them in a separate way. However, sometimes metaphor and irony come together particularly in advertisements. One way in which metaphor and irony can do so is that they are explicitly or implicitly connected by a connective (e.g. but) and collaborate with each other, in order to achieve successful communication. (University of Sussex)