During advertisements, some of the communication is ostensive. This means that advertisements do not only communicate, but also provide evidence that they intend to convey messages. Advertisements also…
They communicate class, personality and taste. The Guinness advertisement shows ostensive communication because of it intends the audience to make personal conclusions. This means that the advertisement achieved in the development of ostensive stimuli.
The aim of ostensive communication is for the communicator to inform the audience about the informative intentions, in addition to the communicative intention (Scott-Philip, 2014). The bubbles caused by the water wave in the Guinness advertisement mimics the bubbles formed when the beer is poured in a glass. Mimicking the bubbles produces contextual assumptions, which leads an audience to make conclusions. In the case of the Carlsberg advertisement, the product is presented in comparison to a banana. The advertisement intends the audience to make a conclusion on whether the beer is the best in the world. This is ostensive because of the intention for the audience to make conclusions based on the product. The advertisement achieved the informative intention because it had an intention of informing the audience about something.
Ostensive communication is overt because it involves extra layers of communication intentions, which inform an audience about informative intentions. This differs from the covert way of conveying information, which is not manifest. This form of communication requires an individual to draw inferences. Inferences in covert communication are less controllable. This means that the reader is exposed to manipulation (Anisoara, 2008, p. 1). The Guinness advertisement employs covert communication. The consumer is manipulated to think that the beer is unique to other beers. The success of the advertisement is dependent on the audience’s ability to recognize the intentions of the advertiser. Covert communication is based on the tendency of the advertiser to maximize relevance. This increases the possibility to manipulate or predict ...
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