THE ROLE OF EXPLICATURES AND IMPLICATURES IN ADVERTISING DISCOURSE: A COMPARATIVE STUDY BETWEEN GIKUYU AND ENGLISH USING RELEVANCE THEORY. BY IRUNGU JANE WAMBUI A THESIS SUBMITTED IN PARTIAL FULFILLMENT OF THE REQUIREMENTS FOR THE AWARD OF THE DEGREE OF MASTER OF ARTS OF THE UNIVERSITY OF NAIROBI DEPARTMENT OF LINGUISTICS AND LANGUAGES UNIVERSITY OF NAIROBI nwe^o.NAIBOB.Ubrary U NOVEMBER 2011 DECLARATION This thesis is my original work and has not been presented for a degree in any other university. Irungu Jane Wambui Date The thesis has been submitted for examination with our approval as the university supervisors. Dr. Helga Schroeder Date University of Nairobi JY> Mf Wekesa Maloba Date DEDICATION I would like to dedicate this work to the following people: My parents Samuel Irungu and Mary Wanjiku Irungu for the foundation they gave me in education and their continued support. My husband Muchiri Mukunga My daughter and friend Sheila Wanjiru Muchiri. My son and biggest supporter Victor Mukunga Muchiri. God bless you all! ii ACKNOWLEDGEMENT I would like to thank the Almighty God for taking me through the M. A. Course. Thank you God for your grace, it was sufficient. I would also like to acknowledge the assistance accorded me by several people who contributed significantly to the production of this document. First and foremost, I would like to thank my two supervisors for their comments that helped me shape this study to what it is, any mistakes or shortcomings in this study are my own. Special thanks to my supervisor Dr. Schroeder for your support and encouragement, without your dedication, I would have given up along the way. Thank you for reading my drafts over and over again, for being available and for your patience with me. To Mr. Maloba, thank you for your constructive criticism I benefited a lot from your comments. I am sincerely grateful. 1 wish both of you God's blessings. I would also like to sincerely thank all my lecturers in the Linguistics Department for their commitment and for the knowledge 1 acquired from them in my two year programme . Without Lillian and Sarah's commitment I would not have produced a presentable document. Thank you for your help may God bless you. > Last but not least, I would like to acknowledge the assistance from my family members. To my husband Muchiri, thanks for your moral support and for being my sounding board. My daughter Sheila Wanjiru for your support and encouragement, and for typing the bulk of this document. God bless you. My son Victor for your patience with an absentee mother, and for your sense of humour when you thought things were too thick for me. Asante. God bless you all! iii ABSTRACT This study is an analysis of the difference between Gikuyu and English advertising discourse. The argument of the study is based on some notions of Relevance theory namely explicatures and implicatures. The study will also examine other key notions of relevance theory that are related to advertising discourse. The study has used three different types of advertising media namely: radio, television and print. Samples of advertisements in both Gikuyu and English will be analyzed with a view to identifying the explicatures and implicatures in each sample as well as determining whether relevance theory can be used to analyze of the discourse of advertising. The texts studied indicate that both Gikuyu and English use explicatures and implicatures in advertising discourse, however, Gikuyu prefers to use implicatures while English prefers to use explicatures. The explicatures in the study are derived from reference assignment, disambiguation, ellipsis as well as semantically incomplete propositional forms. Implicatures on the other hand are derived from proverbs or metaphors, use of euphemisms, rhetorical questions and connotations of words. The study also reveals that advertisers must learn their audience's way of thinking as well as other factors that motivate them, in relevance theoretic terms, an advertiser and his target audience must have a mutual cognitive environment in order to achieve optimal relevance. The study is divided into five sections. The first section is devoted to a presentation of Relevance theory, advertising discourse and Hall's view of High context culture and Low context culture. The second chapter focuses on the applicability of Relevance Theory to advertising discourse. Chapter three deals with presentation of the data from both English and Gikuyu .Chapter four gives a comprehensive analysis of the data and the last chapter has the conclusion and recommendations. iv TABLE OF CONTENT Content Page CHAPTER ONE 1.0. Introduction 1 1.1. Advertising Discourse 1 1.1.1. Linguistic choices, contexts and worlds 2 1.1.2 Parasitic Discourse 3 1.1.3. Advertising Techniques 4 1.2. Statement of the problem 5 1.3 Objectives of the Study 6 1.4 Hypothesis 6 1.5 Rationale of the Study 7 1.6 Scope and Limitation 8 1.7 Literature Review 8 1.8 Definition of Key Terms 12 1.8.1 Advertising Discourse 12 1.8.2. Ostensive-Inferential Communication 12 1.8.3 Principle of Relevance 12 1.8.4 Cognitive Environment '. 12 1.9 Theoretical Framework 13 1.9.1 Relevance Theory 13 1.10. Hall's Theory ofHigh Context Culture and Low Content Culture 17 1.11 Methodology 19 1.11.1 Source 19 1.11.2. Method 19 1.11.3. Data Analysis 20 1.12. Summary 20 v CHAPTER TWO 2.0. Relevance Theory and Advertising Discourse 21 2.1. Introduction 21 2.2. Contextual effect 23 2.3.The Mutual Knowledge and Cognitive Environment 24 2.4. Advertising and Communication 25 2 .5 Explicatures Vs Implicatures 26 2.5.1. Explicatures 27 2.5.2 Disambiguation " 29 2.5.3 Reference assignment 30 2.5.4. Bridging 31 2.5.5. Semantically Incomplete Propositions 31 2.5.6. Ellipsis 33 2.6. Implicatures 34 2.7. Summary 38 CHAPTER THREE 3.0 Data Presentation 39 3.1 Introduction 39 3.2 Gikuyu Advertisements 40 3.3 English Advertisements : 54 3.4. Summary '. 67 CHAPTER FOUR 4.0. Data Analysis 69 4.1. Category of media used 69 4.2 Comparison of Products Advertised 70 4.3. Comparison of Audience Category 72 4.4. Personal Reference in Gikuyu and English 74 4.5. Explicatures 75 4.5.1. Reference Assignment 75 4.5.2. Ellipsis 77 4.5.3. Disambiguation .• 78 4.5.4. Explicatures as Statements of Facts 79 o vi 4.5.5. Explicatures as Greetings and Invitations 79 4.5.6. Explicatures as Personal Instructions 80 4.5.7. Repetition 80 4.5.8 Hyperboles 80 4.6. Implicatures 80 4.6.1. Connotations 81 4.6.2. Proverbs / Metaphors 82 4.6.3. Implicatures and Parallelism 83 4.6.4. Rhetorical Questions 83 4.6.5. Presuppositions of Future Action 84 4.7. Implicatures vs Explicatures in English and Gikuyu Advertisements 85 4.8. Summary 87 CHAPTER FIVE 5.0 Conclusion and Recommendations 88 5.1. Conclusion 88 5.2. Recommendations 90 References 91 Appendices 94 vii LIST OF TABLES Table 1: Category of Media used 69 Table 2: Comparison of Products Advertised 70 Table 3: Comparison of Audience Category 72 Table 4: Personal Reference in Gikuyu and English 74 viii CHAPTER ONE 1.0. INTRODUCTION This chapter provides a basis for the study. The chapter will examine the discourse of advertizing; it will have the statement of the problem, the objectives of the study, the hypotheses and the literature review. The key terms used in this study will be defined. It will also give a summary of Sperber and Wilson's Relevance Theory as well as Hall's theory of High context culture and Low context culture. The chapter will also include the method of collecting and analyzing the data. .1 ADVERTISING DISCOURSE Our world is influenced by publicity and marketing techniques, that is, argumentation and persuasion applied to any context. Advertisements range from billboards, radio, television clips, newspapers and magazines among others. Advertising language has the single most objective of convincing its audience to buy or use a product or a service. It is a genre where the setting up of vivid context and discourse situations is often crucial to the achievement of the text producers' goals (Hidalgo 1997:53). There is a close relationship between advertising and literal writing in that, both discourse types create fictional worlds in order to pursue a communicative purpose. Adverts project imaginary situations or worlds. They attempt to create real life situations in order to invite the addressee to identify with the properties displayed in the ad as a way of persuading him/her to buy the product. Cook argues that the aim of senders is to push the product via the world of fiction and fantasy into the real world of the consumer (Cook 1992: 177). Indeed, the creative and manipulative use of language, the exploitation of ambiguity the indeterminacy and the appeal to personal and emotional experiences seem to bring advertising discourse close to literary discourse (Hidalgo 2003 : 4). 1