从关联理论看广告标示语的推理  

Ostensive-inferential process of advertising captions from perspective of relevance theory

作　　者：唐咏雪[1] 郭梅[2] 

机构地区：[1]西南交通大学外国语学院,成都610031 [2]大连理工大学外国语学院,辽宁大连116024

出　　处：《大连海事大学学报（社会科学版）》2007年第6期168-170,共3页Journal of Dalian Maritime University(Social Science Edition)

摘　　要：基于关联理论分析广告受众如何通过广告宣传者所设置的明示刺激来获得最佳关联。结果表明:广告宣传者正是通过明示刺激的设置而达到吸引广告受众的注意力、宣传广告产品、劝说广告受众购买被宣传产品这一目的。Based on the relevance theory, the paper analyzed how the audiences acquire the optimal relevance between the advertising caption and its contextual assumptions through the ostensire stimulus. And the results show that it is ostensive stimulus that attracts the audiences＇ attention, helps the audiences obtain the optimal relevance, changes the audiences＇ attitudes and realizes the purpose of persuading.

关 键 词：广告标示语 最佳关联 明示刺激 语境暗含 

分 类 号：H315.9[语言文字—英语]