避而不离 隐而不晦——从关联理论的角度谈广告委婉语

Dodging but not detached,opaque but not obscure——On euphemism in advertisement from the perspective of relevance theory

关联理论认为交际是一个明示-推理过程,而认知环境的互明是交际能否成功的主要因素。在广告交际中,委婉语是最常用的表达手段之一,广告商为了有效地向受众传递广告委婉语的真正意图,必须首先预测广告受众对广告信息的明晰程度。文章试从关联理论的角度出发,分析广告委婉语的受众理解机制。

Relevance theory defines communication as an ostensive-inferential process and attributes the mutual manifestation of cognitive environment the key to the success of communication. In advertising, euphemism is one of the ways most frequently employed. In order to achieve effective transmission of communicative intention, advertisers must predict audience＇s understanding of advertising information. This paper attempts to analyze the audience＇s understanding mechanism of euphemism in advertisements from the perspective of relevance theory.