International Journal of Humanities and Social Science

ISSN 2220-8488 (Print), 2221-0989 (Online) 10.30845/ijhss

The Use of Covert Communication, Irony and Puns in Print and Online English Advertising: A Relevance-theoretic Account
Eisa S. Alrasheedi

The use of covert communication in general and irony and puns in particular in advertising is counted a common technique many prudent advertisers make use of when shaping the general lines and framework of their advertisements. Additionally, irony and puns are highly deemed as useful tools in assisting the advertisers to attract audience's attention and consequently re-modify their personal attitude towards the products or services in question. In connection to this, this research aims at providing a relevance-theoretic account to a number of print and online English advertisements so as to pinpoint how these advertisements are better off in case of covert communication, irony, and pun. In addition, it indicates how the effort-effect trade-off plays a vital part in guiding the people (audience) towards understanding the advertisements fully and truthfully. This guidance is conducted via a unifiedfashion rendering who reads the advertisement at issue to yield the utmost message the advertisement is designed to serve and deliver.

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