Publications
Publication details [#58089]
Niekerk, Angelique van and Alfred Jenkinson. 2013. The use of sexual controversy in South African advertising: A pragmatic analysis. Language Matters: Studies in the Languages of Africa 44 (2) : 29–46.
Publication type
Article in journal
Publication language
English
Keywords
Place, Publisher
Routledge
Annotation
This pragmatic analysis reveals the deliberate (attention-drawing) use of sexually controversial ads in Afrikaans- and English-medium South African magazines published between 2000 and 2010. The ads' nature is currently often an intellectual game that needs the target market's cognitive participation and intertextual proficiency.