ADV 319 9_19_lecture - Miscomprehension (this fits near...

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Miscomprehension (this fits near inferences) And the FTC
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Miscomprehension Comprehension involves interpretation. Comprehension involves inference formation. Inferences are assumptions that “go beyond the information given.” So there are many opportunities to miscomprehend an ad.
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Pragmatic Inferences When claims are literally true but figuratively false. - easy for us to miscomprehend the meaning “Brand X pills may relieve pain.” Means maybe yes, maybe no. But we assume it will “Brand Y has zero cholesterol.” Yes, zero cholesterol - we will assume that it’s good for us but it might have a ton of fat or sugar and be bad for us FTC
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Pragmatic Inferences
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Comparison Omission When you say you’re better, but don’t say who you’re better than. “Brand X gasoline gives you better gas mileage.” “50 doctors recommend Brand Z.”
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Comparison Omission
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Omission
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This note was uploaded on 03/25/2008 for the course ADV 319 taught by Professor Kaseyfarriswindels during the Fall '07 term at University of Texas at Austin.

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ADV 319 9_19_lecture - Miscomprehension (this fits near...

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