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Browsing English by Author "Conradie, Marthinus"

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    Lingual primitives and critical discourse analysis: a case of gender ideology in Cosmopolitan
    (University of the Free State, 2013) Conradie, Marthinus
    English: This article investigates the utility of combining critical discourse analysis with the framework of lingual primitives advanced by Weideman (2011), in a critical analysis of gender ideology in the women’s lifestyle magazine Cosmopolitan. More specifically, two elementary linguistic concepts are combined with the critical discourse analysis methodology in order to analyse a sample of feature articles from Cosmopolitan. The results are illustrated on the basis of a case study that is representative of this larger sample. The findings suggest that the abuse of power in this magazine is best conceptualised as the abuse of lingual trust.
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    “Oh, now I get it ...”: comic dupe irony in print advertising
    (University of the Free State, 2013) Conradie, Marthinus
    English:Advertising texts are typically designed to engage audiences in the process of meaning construction. This article conducts a relevance theoretic analysis of a sample of print advertisements that employ a specific type of irony towards this goal, based on Partington’s (2007) conceptualisation of comic dupe irony. The results suggest that comic dupe irony is manifested in a discrepancy between two narratives. Consumers are encouraged to establish relevance by processing the irony that arises from this discrepancy, thus expending more processing effort for the promise of relevant cognitive effects.
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    Signposting the inferencing route: a relevance theoretic analysis of intertextuality and metaphors in print advertisements
    (University of the Free State, 2013) Conradie, Marthinus
    English: This article reports an analysis of the manner in which copywriters use direct and indirect product claims to guide consumers’ interpretations of metaphors in print advertisements. The analysis utilises a relevance theoretic framework, and the results are illustrated by means of a qualitative analysis of four case studies, taken from a larger sample of 120 print advertisements. The first stage of the analysis employs the concept ‘intertextuality’ to study the manner in which advertising texts construct the intertext as the source of a metaphor, with the advertised product as the target. In the second stage, a relevance theoretic framework is used to investigate the role that direct and indirect claims play in guiding consumers’ interpretations of the product claims inherent in these metaphors. To achieve the latter aim, Simpson’s (2001) ‘reason’ and ‘tickle’ constructs are used.