Context, Flexibility and Meaning: Some Cognitive Aspects of Communication

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Abstract
Most of the recent work on meaning (often labeled structural semantics) has been based upon the assumption that there is a semantic structure of English (or any other language) and that this structure is static enough to be described and to serve as a predictive device in language use settings. However, a consideration of certain dynamic or flexible aspects of language — namely context and figurative language use — makes structural interpretations of meaning and communication untenable. Certain theoretical arguments and empirical data suggest that there is no semantic structure per se. but that structures are created and dissolved in particular language and communication situations — i.e., that there is structuring but no ubiquitous structure. Implications for psychology and advertising are discussed.