Conradie, Marthinus2016-06-142016-06-142013Conradie, M. (2013). " Oh, now I get it...": comic dupe irony in print advertising. Acta Academica, 45(3), 1-29.0587-2405 (print)2415-0479 (online)http://hdl.handle.net/11660/2925English: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.Afrikaans: Advertensies word algemeen ontwerp om gehore te betrek by die proses van betekeniskonstruksie. Hierdie artikel maak ’n relevansie teoretiese ontleding van ’n steekproef van gedrukte advertensies wat ’n spesifieke tipe ironie vir hierdie doel aanwend, gebaseer op Partington (2007) se konseptualisering van die komiese bedriegironie. Die resultate dui daarop dat komiese bedriegironie geopenbaar word in ’n teenstrydigheid tussen twee verhale. Verbruikers word dus aangemoedig om relevansie te vestig deur die ironie wat ontstaan as gevolg van hierdie verskil te verwerk. As gevolg daarvan, bestee die gehoor dus meer prosesseringsmoeite in ruil vir toepaslike kognitiewe effekte.enAdvertisingComic dupe ironyArticleUniversity of the Free State