在智能手机广告中寻找相关性

IF 1.1 Q3 COMMUNICATION
Francisco Yus
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引用次数: 0

摘要

智能手机广告争夺用户的注意力,最初的目的是将注意力集中在设备小屏幕的其他区域。尽管存在这种竞争,智能手机广告的目标是产生尽可能多的认知奖励,以换取在处理过程中花费的脑力劳动,也就是说,正如关联理论(Sperber和Wilson 1995)所声称的那样,它们瞄准的是受众的关联,这是一种网络语用学(Yus 2011)的理论。本文从网络语用学的角度探讨了有效的智能手机广告的几个关键品质,重点关注在线通信相关性的可能来源,并将其应用于智能手机广告。此外,有人声称,如果没有上下文约束和非命题效应等关键术语的加入,今天基于智能手机的广告就无法从语用角度进行解释,这增加了在线通信的传统语用解释(Yus 2017a,2021a)。
本文章由计算机程序翻译,如有差异,请以英文原文为准。
Finding relevance in smartphone advertising
Smartphone ads compete for the user’s attention, which is initially intended to focus on other areas of the small screen of the device. Despite this competition, smartphone advertisements aim to produce as much cognitive reward as possible in exchange for the mental effort expended in their processing, that is, they aim at the audience’s relevance, as claimed by relevance theory (Sperber and Wilson 1995), a theory in which cyberpragmatics (Yus 2011) is rooted. This paper addresses several key qualities of effective smartphone advertising from a cyberpragmatics perspective that focuses on possible sources of relevance of online communication, and now applied to smartphone ads. Furthermore, it is claimed that today’s smartphone-based advertising cannot be accounted for pragmatically without the incorporation of key terms such as contextual constraint and non-propositional effect, which add to more traditional pragmatic accounts of online communication (Yus 2017a, 2021a).
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来源期刊
Internet Pragmatics
Internet Pragmatics Arts and Humanities-Language and Linguistics
CiteScore
3.30
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0.00%
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10
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