关联理论视域下的英语广告语篇的创新运用机制  

Creative Exploitation of English Advertising Based on Relevance Theory

作　　者：何琼[1] 

机构地区：[1]浙江农林大学外国语学院,浙江临安311300

出　　处：《安阳工学院学报》2018年第1期102-107,共6页Journal of Anyang Institute of Technology

摘　　要：关联理论在西方语言学界被频繁应用于翻译、语用等领域。本文基于关联理论,对广告语篇的一些显著特点,如明示刺激、言外之意、隐喻等在不同类型广告个例中的频繁运用进行语言、语用分析,以阐明广告语言是如何通过不同的手段取得最佳关联,加强额外的语境效果,完成交际功能和实现劝说目的。Sperber and Wilson put forward the Relevance Theory in his book： Communication and Cognition in 1986, which has aroused widespread interest in western linguistic circles and is frequently applied in translation, pragmatic fields. Based on the applicability of the theoretical framework of Sperber ＆ Wilson＇ s Relevance Theo- ry, this paper analyzes the frequent application of some most obvious features of the advertising discourse, such as ostensive-inferential communication, word play and metaphor to illustrate how does advertising language achieve optimal relevance, strengthen the extra contextual effects, complete the communicative function and achieve purpose of persuasion through various means.

关 键 词：关联理论 广告 最佳关联 语境效果 

分 类 号：H313[语言文字—英语]