RELEVANCE, MEANING AND CONCEPTUAL REPRESENTATION IN PRINT MODERN ADVERTISING
RELEVANCE, MEANING AND CONCEPTUAL REPRESENTATION IN PRINT MODERN ADVERTISING

Summary/Abstract: The present study aims to underline, first of all, the interdependent relationship between meaning and relevance, following a cognitive perspective. Secondly, we shall determine an exponential relation between meaning comprehension and conceptual representation in print modern advertising. We shall start by briefly introducing the Relevance Theory (Wilson and Sperber, 1986). We shall examine the central notion of the theory, the relevance as a feature and as a function. Then, we shall take into consideration the model of conceptual representation within the relevance theory, which we disagree with, and shall 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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