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Periodical article Periodical article Leiden University catalogue Leiden University catalogue WorldCat catalogue WorldCat
Title:Interpreting 'Powers': a relevance-theoretic approach
Author:Grundlingh, Lezandra
Year:2016
Periodical:Language Matters: Studies in the Languages of Africa (ISSN 1753-5395)
Volume:47
Issue:2
Pages:246-268
Language:English
Geographic term:South Africa
Subjects:advertising
alcoholic beverages
language usage
About person:P.J. Powers
Link:https://doi.org/10.1080/10228195.2016.1190779
Abstract:In June 2015, Spar published a series of advertisements for its liquor store, TOPS at Spar. One of the advertisements used the slogan 'Grab a drink and show off those PJ Powers'. The singer, PJ Powers, was informed of this advertisement and Powers accused Spar not only of using her name without her permission but also of poking fun at her past struggle with alcohol addiction. Taking into account the main assumptions of relevance theory and the possible general knowledge of the average South African as well as the co-text and context of the advertisement, the author illustrates that consumers in South Africa are highly likely to associate the lexical co-occurrence 'PJ Powers' with the singer and not with a 'pyjama party theme' suggested by Spar in its apology. A small corpus based on newspaper texts, two different corpus analysis tools, Antconc and Leximancer, and a Google search are used to support the author's arguments. Bibliogr., sum. [Journal abstract]
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