Finding relevance in smartphone advertising

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Title: Finding relevance in smartphone advertising
Authors: Yus, Francisco
Research Group/s: Inglés Profesional y Académico (IPA) | INTERCULTURALIDAD, COGNICIÓN, INTERPRETACIÓN, TRADUCCIÓN Y ORGANIZACIÓN de la interacción comunicativa (INCOGNITO)
Center, Department or Service: Universidad de Alicante. Departamento de Filología Inglesa
Keywords: Smartphone advertising | Smartphone communication | Relevance theory | Cyberpragmatics
Issue Date: 15-Jul-2022
Publisher: John Benjamins Publishing Company
Citation: Internet Pragmatics. 2023, 6(1): 1-41.
Abstract: 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).
ISSN: 2542-3851 (Print) | 2542-386X (Online)
DOI: 10.1075/ip.00084.yu
Language: eng
Type: info:eu-repo/semantics/article
Rights: © John Benjamins Publishing Company
Peer Review: si
Publisher version:
Appears in Collections:INV - INCOGNITO - Artículos de Revistas
INV - IPA - Artículos de Revistas Nacionales e Internacionales

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