Understanding advertisements from the perspective of relevance theory  

论关联理论视角下的广告语言

作　　者：韦晓保[1] 

机构地区：[1]华东师范大学外语学院,上海200043

出　　处：《Sino-US English Teaching》2009年第7期42-46,共5页中美英语教学（英文版）

摘　　要：This paper approaches advertisements on the basis of relevant theory. It elaborates how the advertiser as addresser in communication succeed in conveying his intention for publicity and how the recipient as addressee takes advantage of different types of relevant devices in reasoning out the communicative purposes from four different angles, namely, non-stereotypical interpretation of advertisements, psychological requirements of the recipient as addressee in advertisements, advertisements as explicit information and the situational approach to implicit meanings of advertisements. It aims at providing guidance for advertisement planning and translation by means of the exposure of rules underlying advertisements.本文以关联理论为依据，封广告语言进行探讨。从广告主客体认知的角度论证了广告主体是如何成功地传达出其广告意图，以及广告客体是如何通过各种关联手段推理出广告语言的交际意图。本文分别从认知视角下的非常规关系的重建，广告客体的心理需求，明示信息以及隐含意义这四个不同角度对广告语言进行认知角度上的探讨，借以揭示出广告撰写及其表现手法的规律性，从而为撰写广告和翻译广告提供理论依托。

关 键 词：relevance theory ADVERTISEMENT non-stereotypical relations explicit information implicit information 

分 类 号：H030[语言文字—语言学] F713.8[经济管理—广告]