Explore the Innovative Characteristics of Taiwanese
Advertisement from Pragmatic Fallacy of Semiotic
Te-Jen LIEN*
Chang-Franw LEE**
*Graduate School of Design, National Yunlin University of Science & Technology Yunlin, 64045 ,
TAIWAN ,[email protected]
**Graduate School of Industrial Design, National Yunlin University of Science & Technology Yunlin,
64045, TAIWAN,[email protected]
Abstract: Language is a kind of the system of words, literature, and symbol, and its research includes the branches
of pragmatics, semantics, and syntactics.
Due to the language is a social habit, and established on some words’
pragmatic convention by people customary in the progress of development, to go on the transmission of message and
behavior’s communication.
This research starts mainly from “pragmatics” of Semiotic, to expound the theory base
of “cognitive and non-cognitive functional fallacy”, and analyze the creative characteristic showed under pragmatic
fallacy of five Taiwanese advertisement headlines.
Not only distinguish the purpose of advertisement “AIDMA” of
Taiwanese advertisement words now, but also show the difference between innovative characteristic and pragmatic
fallacy in Taiwanese advertisement headlines, and hope to raise the cultural level and social value of Taiwanese
advertisement.
Keywords：Semiotic, PragmaticFallacy, Pragmatic Detection, Taiwanese Advertisement Headline
1.Introduction
This research is discussed the innovative characteristic formed by the phenomenon of “pragmatic fallacy” of
Taiwanese advertisement, so it’s necessary to explore the meaning of language in Taiwanese advertisement.
Due
to people define the language meaning on language symbol, and people will change symbol’s meaning
unconsciously when they use these symbols.
Sometime a symbol can be used commonly and widely; therefore,
the range of the meaning will be bigger. The expansion of meaning is unavoidable and harmless, but sometime it
also brings the puzzle meaninglessly. However, the language should be the tool we used, so, it’s necessary to
understand and handle it better.
The advertisement effect is the main purpose often when use the language for common advertisement words,
and pay attention to consumer’s approval and empatheia, and is it the reason why out of general language use way
and more phenomenon of pragmatic fallacy?
To the people without logic concept, they’ll never know they make
fallacy’s mistake even they use wrong. Therefore, this research plan to start contrasting exploration according to
dictionary meaning and contextual meaning, to enhance the basis discussed of this text, and hope to be the
concerned reference contrasting of innovative effect and semiotic’s “pragmatic fallacy” in Taiwanese
advertisement words.
2. Exposition of concerned “pragmatic function” of semiotic
Language consists of words, grammar, and symbol; it’s a set of construction, also a set of function.
uncertain in the structure.
It is
It will be changed in the function depends on language environment, rhetoric, and
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bigger discussed habit and model.
Human’s society is a society full of symbol, and human also is a symbol, it
symbolizes this “individual” is different with other animal.
With the necessary of development and interaction
frequently and diversified, not only use well various symbol innate to express meaning, but also create different
symbol to help people mutual communicating and expressing, and finish “social activities”, and “symbol
interaction” is produced.
The range of “symbol” is very wide, we can say it includes every thing, e.g. : language, characters, voice, dress,
posture, facial expression, color, figure, quality, traffic tools, etc. which can cause condition reaction function.
That means all tangible and corporeal which have the function of expression and symbolization are in the field of
symbol, the most use is language, literature and characters, and their symbol has the function can’t be replaced for
the expression.
2.1 Language introduction of semiotic
Human’s language often is a kind of “metaphoric process”, this process let our living mix with our language,
thus build up us conversely.
Because language is most important communication tool to people, therefore, the
appropriate study should be the necessary education to every one; this is not just only the profession of language,
semantics, and logic specialists.
In the exposition of integration technological held by semiotic, We use symbol to be an experience’s
characterization, through symbol, people can communicate to each other.
Although the symbol includes
different symbol system, e.g. : music, art, drama, dance, etc., but the symbol used often is language.
In the fact,
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language and various symbol system are interlinked and supplement each other, the reason is as follows :
(1) Language same as other symbol system to have its own grammar, meaning, and function, also the tool of
characterization.
It’ll be more helpful to other symbol system if people can know well one or various symbol
system
(2) In the research of Harste, Woodward, and Burke (1984), They found three years old children can use writing
and painting to express their meaning. They have known both painting and language is the communication
tool.
(3) Every symbol system can mutual use different knowledge.
For example : we study the children paint a
loofah can eat, they use different knowledge, e.g. : food knowledge (biology), mathematic knowledge
(proportion), physical knowledge (light), etc.
(4) Let’s think whether people use other symbol often to help understanding when they use language to express.
Is the appearance of house show in people’s mind when describe the “house”?
2.2 The use of language cognitive function.
Language has many uses, it can transmit message and idea, also can use to express, convey, even work, e.g. :
speech-act. The individual sentence of language also should have different function and character, some use for
show feeling, and some use for discussion.
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function” and “non-cognitive function”.
There are two functions of the language generally : “cognitive
When we use language to describe, relate, and debate, it gives
cognitive function mainly; and we apply non-cognitive function if we use language to command, standardize, and
express feeling.
In practical application of language, cognitive function and non-cognitive function are mutual
permeated and interrelated.
Sometime we use language to do cognitive function, it also contains non-cognitive
composition, and cognitive content also permeate among when we use non-cognitive function.
And concerning language, under what circumstances and use can find cognitive function in the sentence?
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(1) Descriptive function
This sentence should be used to describe, or we can say this sentence is descriptive function if we use this
sentence to describe or write other item not in the sentence.
When the sentence is descriptive and also described
by itself, and this sentence is “object sentence”, and also “meta sentence”.
The language it used is object
language, and meta language, too. The true and false of the sentence not decide from its “dictionary meaning”,
but its “contextual meaning”.
(2) Logical function
The argument of valid or invalid is depends on the logical form totally, not the substantive content of the
argument.
In the discussion of logic, there are different descriptive word types, and we call it “formula”.
People always suppose the instead case of each formula should be true or false, so, every formula is cognitive use
of language.
2.3 Use of non-cognitive function of language
It’s non-cognitive use or non-cognitive function if a sentence without true and false value.
Although
reasonable thought is giving language’s cognitive function principally, but under practical situation, it’s difficult to
separate clearly non-cognitive language and cognitive language, especially, to people, language non-cognitive use
is more difficult to find clearly pragmatic fallacy than cognitive use. At same time, in the social communication,
language’s non-cognitive function also gives the function can not replaced, and let the confirmation of
non-cognitive function is necessary.
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The content of language’s non-cognitive function is as follows :
(1) Expressive function
Except show our feeling, words also can cause others similar feeling, and arouse others sympathy.
The
language gives the function of expression when people use language to express their feeling and emotion.
The
purpose of expression is not transmit true or false message, is send “emotive information”.
It also has the action
of stimulating emotion.
(2) Ceremonial function
Language bears ceremonial function indispensable in daily living, just as “lubricant”, to mediate people’s
relationship, let people live in harmony.
problem of true or false.
It is not used for confirming or negating anything, so, without the
Besides, in the occasion of worship, memorial ceremony, wedding, and other
ceremonies, the language used is ceremonial principally, these words can let whole occasion fill with a solemn
science, have a deep expression, and arouse people’s reverent feeling.
(3) Prescriptive function
The grammar provides that you must write down a period when you finish a sentence, people will never
suspect valid and invalid value to this rule, why not?
accordance with it.
Because it’s a rule or appointment, you have to do in
They don’t confirm or negate anything, they just want the readers act according to the
appointment or direction of those words. To this language’s use, we call it “prescriptive function”.
All expression of thought need the language, and we go on the process of thinking through language.
every functional (use) language can reach thinking purpose rigorous effectively.
But not
Under this situation, only
cognitive use’s language can avoid obstruction of irrelevant factor with thinking in the process of thinking, at
same time, it can help people to find the train of thought clearly and reach the center of problem directly.
Although different language’s non-cognitive use will disturb our judgment to language’s true and false, but just
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need to insist to analyze with two function : descriptive function and logical function, then, avoid disturbing from
non-cognitive use’s three function : expressive function, ceremonial function, and prescriptive function, and the
language’s use will be more reasonable, precise, clear, and never cause the problem of misunderstanding, confuse,
and hesitated.
3. Analysis of innovative characteristic and “pragmatic fallacy” of Taiwanese advertisement words
It is basic cognition to person or group in the world full of “sign” that understand the whole process of the sign
represents any man-made article and behavior out of its own meaning.
to be 2 parts : signifier and signified.
Ferdinand de Saussure separate the sign
Signifier represents other article’s any thing and behavior, it is the form
void and no meaning, but it can be known by human’s eyes and ear; and signified is represented the concepts of
signifier, just can be understand through hearing and vision.
Entirely, giving the form to the concept produces
the sign : and we can understand the meaning from hearing and vision.
the “meaning” people said in daily living.
Therefore, we can say the sign is equal to
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3.1 Basic concept of “pragmatic fallacy”
“Ambiguity” and “vagueness” is a kind nature of language, sometime people often say the words can’t show
their real intention, and people heard also find the implication in the words.
The meaning changed in the words
cause the difficulty of communication often, let language combine in misunderstanding, and separate in
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understanding.
In general logic, we always separate reasoning into cogent and fallacy. The former should be convincing, and
the latter should be not. A cogent reasoning has to satisfy three conditions as follows : (1) it must apply its
premise to the conclusion a good basis. (That means this argument must be deduction effect or induction correct.);
(2) it must have guarantee (acceptable) premise; or (3) its premise must contain all useable concerned information.
And a fallacious reasoning is a reasoning not powerful, that means (1) without a basis good enough to the
conclusion; (2) apply a premise without guarantee; or (3) ignore concerned information.
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Therefore, an
inference is logical if it accords with reasonable rule basically, and we can’t know the inference right or not if
without rules.
No matter formal or informal fallacy, both violate the argument of rule basically.
We can define, language is a social custom, in its development process continuous, and people build some
language rule through habitual use.
This prescription is called to be pragmatic convention, due to this pragmatic
convention, people in the group can learn language’s use commonly, and the language will be the communication
tool of transmission.
Therefore, people cannot recognize the language if they do not learn and understand
pragmatic convention.
Similarly, social communication cannot be built up to the language users if people do not
comply with pragmatic convention or break pragmatic convention. Language wrong use or break language’s
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pragmatic convention is called pragmatic “fallacy”.
In common meaning, “fallacy” has various explanation.
Generally speaking, if someone’s thinking is not
according to logic rule, or the thing untrue, and this one will make various mistake of fallacy. The most common
phenomenon is that the words cannot transmit the meaning suitably if people break pragmatic convention. And
we have to find context of the word to decide the user making pragmatic fallacy or not.
There are many
pragmatic fallacies, we just need to pay more attention to one pragmatic fallacy when we discuss pragmatic
【3】
fallacy, and this pragmatic fallacy is called “functional fallacy”.
To “functional fallacy”, we can define generally that if any language user violates pragmatic convention
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distinguished by function in the context when use language in certain context, and we will say that language user
makes the mistake of functional fallacy in the context.
But Taiwanese advertisement words’ language always
violate different fallacy, and because this fallacy formed, let people have reverie and fantasy to the advertisement
title.
This research lists each Taiwanese advertisement tile to be the example to contrast and confirm for five
pragmatic fallacies mentioned above.
3.2 Examples criticism and analysis of “descriptive functional fallacy” & innovative characteristics of
Taiwanese advertisement words.
3.2.1 Basic exposition
Concerning the exploration of pragmatics in this research, we should check the word’s contextual meaning, not
its dictionary meaning if we want to judge the word’s true/false value.
We need consult contextual showed in the
word – includes language and non-language when we want to check a word’s contextual meaning.
Because
language meaning is not objective absolutely, so we must pay attention to examination and deduction of the word
if we decide to check the sentence being precise meaning or not.
In descriptive functional fallacy, the “quote out
of context and already decided conclusion” fallacy can achieve advertisement result undesired often due to some
matter’s building or short message got from news in the advertisement.
3.2.2 Criticism and analysis of examples
Taiwanese: “tong tit ju ho si lian , put si ma sui tang tang”
Meaning:“You’ll be pretty all time if you know how to face washing.”
(1) Pragmatic fallacy ——
This is an advertisement sentence mixed by Taiwanese and Chinese. The latter sentence is Taiwanese, means
pretty anytime, Taiwanese’s “water” in the sentence doesn’t mean pretty or beautiful, but its pronunciation is same
as Taiwanese “sui”, so use the pronunciation of Taiwanese “water” instead of Taiwanese “pretty”.
But most
cosmetics use water to be intermediary to achieve effect of skin care, so use the pronunciation of Taiwanese
“water” instead of Taiwanese “sui” is appropriate.
The key point of judging description is true, false, right, and wrong principally in pragmatic function of
Semiotic.
This advertised sentence hasn’t showed use what to clean face, or how to clean face, and operated in
some circumstances to achieve the goal of beauty, and we can find it makes the mistake of “already decided
conclusion fallacy” (or pre-conclusive fallacy).
(2) Innovative Characteristics ——
“Water” is the source of existence to all things on earth, this thesis is caused since ancient times, especially in
skin care products, the application of “water” is more important, reliance of “water” in the process of face
washing is the medium desired to all skin care products. Therefore, in concerned “descriptive function” of this
Taiwanese advertisement title, even has suspicion of “fallacy of begging the question”, but after giving
non-language form explanation – picture, this advertisement is speaking plausibly and at length, and also can find
its innovative characteristic in the process and important items of describing product’s efficacy.
3.3 Examples criticism and analysis of “logical functional fallacy” & innovative characteristics of Taiwanese
advertisement words.
3.3.1 Basic exposition
If we define logic to be the science of studying deduction, then, its work is finding out valid argument form
called by people. The argument is a kind of linguistic expression to relate an exposition or reasoning.
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And an
argument includes premise and conclusion
have different theorem.
system is right.
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Different logic system can have different supposition, so also can
To other system might be not right when in the argument model of we prove some logic
Therefore, we can say make the mistake of “logical functional fallacy” if mislead different (logic)
system in language.
In the setting of advertisement title, according to the logic also used to be a model of advertisement expression,
but in super-modern today, illogical logic often is the vision focus when the publics watch the advertisement.
3.3.2 Criticism and analysis of examples
Taiwanese: “goo cap kui ni liah , kah lin ching kang liang khoo , hap khoo bang lin ciau koo”
Meaning:“For 50 years and more, we wore the same one trousers with you, welcome to Cooperated Bank.”
(1) Pragmatic fallacy ——
This is the advertisement of Cooperated Bank changed to be commercial bank in newspaper. Not only use
Taiwanese in title, but also the latter sentence to express. ——Grandma said “that at the time of restoration, tall
our underwear was made of flour bag of U.S.A. supplement.”(Taiwanese: kong hok hit si cun, guan ching e sann,
long ma si bi uan e mi hun te a co e …) It is very local taste. To organization of bank, people will be surprise
that bank will use such advertisement title.
“Wear same one trousers with you”(Taiwanese: kah lin ching kang
liang khoo) is impossible and irregular obviously (How can two people wear one trousers?), this premise of
argument is wrong, and we can’t guarantee the conclusion right, and this is a functional fallacy of logic obviously.
(2) Innovative Characteristics ——
In dictionary meaning, people cannot understand the meaning of this Taiwanese advertisement if they never
met earlier wartime in Taiwan, and we only can understand the meaning of “underwear made of flour
bag(Taiwanese: mi hun te e lai khoo)” from textual criticism of contextual meaning.
We can find clearly
advertisement owner— Cooperated Bank; plan to arouse consumer’s memory and approval of going through thick
and thin together to achieve advertised results better. And to language cognition, through contextual meaning’s
observation and verification to confirm this advertisement can be a innovation tally with logical function.
3.4 Examples criticism and analysis of “expressive functional fallacy” & innovative characteristics of
Taiwanese advertisement words.
3.4.1 Basic exposition
Every language use (function) has its own special pragmatic convention, so, every language function will have
one functional fallacy, and to be expressive function’s language for expressing feeling or emotion.
In the
vocabulary of group language, words or other expressive way has close relation with various sentiments content
separately, therefore, use some special language way, then, can express special sentiment content successfully, this
is one of expressive functional pragmatic convention. If people use unsuitable language way to express their
sentiment, they’ll break or use wrong expressive functional pragmatic convention, and they make the mistake of
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“expressive functional fallacy”.
In the use of Taiwanese advertisement words, most is promotion advertisement of middle/low class products,
so the use of language will not avoid showing expressive functional fallacy of Semiotic of feeling or emotion,
even the use of words or sentence do not reach the standard of language use, but it can get the result better in the
intention to close to consumers.
3.4.2 Criticism and analysis of examples
Taiwanese: “cue kin chiu ki a leh liu hing pai thinn kong”
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Meaning:“Recently mobile phone is worshipping the God of Heaven.”
(1) Pragmatic fallacy ——
In Taiwan religion custom, it is very general condition to worship the God of Heaven, this image advertisement
to Transasia Telecommunication System, showing undoubtedly the requirement and popularization of mobile
phone in modern society, and let’s know the fashion popular now in Taiwan.
However, “Worshipping the God of
Heaven(Taiwanese: pai thinn kong)” is a religious ceremony grand, the adherents always revere the heaven with
devout feeling, but Transasia Telecommunication intends to use this advertisement to match their product with
religious ceremony, and there is a little humor attitude in the advertisement, and this make the mistake of
semiotic’s expressive functional fallacy obviously.
(2) Innovative characteristics ——
This image advertisement of telecommunication system, make high technological product to be the contrast
relation with traditional religious ceremony, the innovative idea surprise us!
The custom of revering Heaven in
past has been overturned in the advertisement of high technological products, this situation also shows language
innovative characteristic powerful and unconstrained, even it’s a little dishonor, but in whole advertisement
requirement, people don’t think this advertisement is blasphemous.
3.5 Examples criticism and analysis of “ceremonial functional fallacy” & innovative characteristics of
Taiwanese advertisement words.
3.5.1 Basic exposition
The ceremonial functional language is similar as expressive functional language; it has some habitual relation’s
practice.
The language suitable to ceremony might not be suitable to other occasion without any change, this
will mislead pragmatic convention of ceremonial function, and this makes the mistake of “ceremonial functional
fallacy”.
People should pay special attention to such functional fallacy, and should not use appropriately.
The
social value standard hasn’t built yet in our society; at least, a part of reason is the result of abusing the words of
compliments, appreciation, and praise. These words abused without any limitation let these words lose their
original function gradually.
We can find such functional fallacy often in Taiwanese advertisement, e.g. : “Unhappy? Then cursing.
(Taiwanese: be song to kan kiau)” “Drink and eat free, let’s be together. (Taiwanese: peh ciah peh lim m bian cinn,
ta e co hue lai)”, etc., even these advertisement can let consumer pay attention, but vulgar words’ use and
attitude of keen on gaining petty advantages will damage value consciousness raised of human character
imperceptibly.
3.5.2 Criticism and analysis of examples
Taiwanese: “khuann ching e beh tioh e iu hui”
Meaning:“check clearly the favor hasn’t yet.”
(1)Pragmatic fallacy ——
This is a promotion advertisement of “Seednet ADSL” on newspaper, since ancient times, Taiwanese “e”
means stealthily, cannot show to anyone, so, “be stole (Taiwanese: pi e)” or “steal (Taiwanese: e lang)” let people
see it with despised viewpoint.
Strictly speaking, this advertisement also will damage consumer’s character.
Although publics will keen on gaining petty advantages, but most of them will never violate the rule.
However,
this Taiwanese advertisement use humorous intonation, to emphasize the chance to gain the profit to consumers,
but the word, “e (Taiwanese: e)” — means stealing, and it’ll cause the impression of ceremonial functional fallacy.
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(2)Innovative characteristics ——
Concerning new technological products hitting the market, in modern society, always show it’s an intent
vigorous and change with each passing day.
The requirement of this Taiwanese advertisement is consumer’s
comparative psychology of value and price; hope to let people feel “gaining much for their consumption”.
And
through economic development and social change, “Check clean” and “Stealthily” can be existed at same time
humorously, and people will feel illogical image and concept if no understand completely Taiwan political and
social development.
Therefore, this advertisement sentence seems illogical and impolite to consumer, but after
check the process of political, economic, and social development in Taiwan, we still can find innovative
characteristics it showed.
3.6 Examples criticism and analysis of “prescriptive functional fallacy” & innovative characteristics of
Taiwanese advertisement words.
3.6.1 Basic exposition
Prescription use of language is used for guiding some regulation, agreement, request, command, etc.
If a
person use prescription functional language, we can know he want the listener to do the thing according to what
he said.
Therefore, a person should not use prescription language in the occasion of non-prescription language,
and he makes the mistake of “prescriptive functional fallacy” if he uses prescriptive language.
In use of Taiwanese advertisement words, doctrinal advertisement is used to be a advertised way to transmit to
publics unconsciously, although this kind’s advertisement is more direct, and easy to promote and introduce to the
publics actually.
However, The purpose of the advertisement is selling, but promotion of the products is not the
declaration of government command and regulation, so use reasonable language is better that use prescriptive use.
3.6.2 Criticism and analysis of example
Taiwanese: “li kong tai gi ma e thong”
Meaning:“We also can understand if you speak Taiwanese.”
(1)Pragmatic fallacy ——
This is an image advertisement of Northwest Airline, U.S.A., Taiwanese is their main promotion to short the
distance with costumers, and let Taiwan travelers feel their nice service attitude.
Due to there are less language’s
prescriptive use in the advertisement words, this research only use the standard of “ action according to listener”
to explain.
Prescriptive use of this advertisement sentence is not forced, so people can use (or not) Taiwanese to
talk to others, strictly speaking, it should be a language’s description use.
This prescription and language use
uncertain also is an exception of prescriptive functional fallacy.
(2)Innovative characteristics ——
Taiwanese was stopped to speak since long time ago, we had less Taiwanese TV program, and without
Taiwanese service in public places if you analyze from time environment.
Now in the local trend starting after
cancellation of political cordon, this advertisement is very popular naturally, and this advertisement title caused by
the trend also is a innovation of advertisement writers who find the change of time.
4. Conclusions
In general meaning, “fallacy” has various explanation; the immoral behavior also can be a fallacy, to fallacy in
logic, it’ll be stricter.
Generally, people will make the fallacy mentioned above if people’s thought cannot follow
various logical rules, or the truth related is untrue.
The judgment of “fallacy” is a pragmatic phenomenon more
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difficult to handle to people, for avoiding these fallacies, at first; we have to have an ability to judge these fallacies
immediately in complicated language context.
Due to Taiwanese advertisement’s purpose is selling and let every one know, even “result reaching” is main
goal generally, but it doesn’t involve true/false or right/wrong argument’s observation.
And this research
considers that the writers or designers will not make serious mistake of fallacies and incur the ridicule of experts if
they have the ability to judge and analyze pragmatic fallacy of semiotic, and they also can use advertisement
words more appropriate and proper.
In pragmatic exposition of semiotic, although includes a way to use words simple, but it doesn’t mean meaning
simple, so, showing suitable words and stop fallacies pointless causing is the important index of writing
Taiwanese advertisement.
More simple advertisement words will be more powerful.
Besides, language is
transmitted the meaning, but also limit the meaning, therefore, the meaning transmitted is less than limiting, and
words less one is better than more one. The problem is not simple or not, but people should know every word’s
meaning, and the meaning can be connected in people’s mind or not, and mirror people’s feeling, and reach
double index of suitable and advertised result.
In the process of discussion of concerned problem, it’s regarded as a kind of “ cognitive activity” generally,
therefore, for achieving pragmatic cognitive purpose, only language of cognitive us can prove equal to the task.
That means only descriptive functional words and/or logical functional words can be the tool of problem’s
discussion and cognition, and uneasy to cause pragmatic fallacy. Besides, in non-pragmatic use of language,
expressive function, ceremonial function, prescriptive function show out in advertisement title or slogan often, but
more is wrong using.
Therefore, if Taiwanese advertisement words can be prescribed every discussion context’s
pragmatics according to the claim mentioned above, under the consideration principle of innovative effect, and
avoiding the possibility of language’s pragmatic fallacy, then, the fallacies cannot be found obviously.
However,
the consideration of language use relax, vivid, easy understand, etc. must be limited, to avoid breaking the
advertisement cognitive purpose to the consumers, and all designers should remember anytime when start writing
advertisement.
5. References
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