PSY474H5 Lecture Notes - Lecture 2: Mnemonic, Alliteration, Weight Watchers
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Lecture 2: is advertisi(cid:374)g la(cid:374)guage like (cid:862)(cid:374)or(cid:373)al(cid:863) la(cid:374)guage. A: ____ to the li(cid:271)rar(cid:455). (cid:894)miss (cid:862)i (cid:449)e(cid:374)t to(cid:863). Terminology: ellipsis (n, ellipsis site (n, elide (v) Examples from advertising: retirement plan (presented with image of two 50-so(cid:373)ethi(cid:374)gs o(cid:374) a tropi(cid:272)al (cid:271)ea(cid:272)h(cid:895): (cid:862)yes, (cid:455)ou (cid:272)a(cid:374). (cid:863) Miss what you can: minivan (showing children getting out at an ice-(cid:272)rea(cid:373) store(cid:895): (cid:862)a(cid:374)d the (cid:374)eigh(cid:271)ors" kid too. (cid:863) Fit in your kids should get the ice cream, too: ne(cid:449) york tate lotter(cid:455): (cid:862)he(cid:455), (cid:455)ou (cid:374)e(cid:448)er k(cid:374)o(cid:449). (cid:863) Ellipsis with verbal play: for example: leave out part of well-known phrase, as with idioms, koe(cid:374)igs"s dr(cid:455) (cid:272)lea(cid:374)i(cid:374)g a(cid:374)d alteratio(cid:374)s: (cid:862)a stit(cid:272)h i(cid:374) ti(cid:373)e(cid:863, hout deterge(cid:374)t: (cid:862)whe(cid:374) i(cid:374) dou(cid:271)t(cid:863) When in doubt = when you doubt, shout it out. In typical language use, infor(cid:373)atio(cid:374) to (cid:271)e (cid:862)filled i(cid:374)(cid:863) see(cid:373)s o(cid:271)(cid:448)ious, (cid:271)ased o(cid:374) (cid:272)o(cid:374)te(cid:454)t or previous discourse: but, advertisers often present elliptical language without typical context/ previous discourse. Requires liste(cid:374)er/(cid:448)ie(cid:449)er to do the (cid:862)filli(cid:374)g i(cid:374)(cid:863) o(cid:374) their o(cid:449)(cid:374).
