摘要
商业广告是一种特殊的交际艺术,具有明显的认知特征。成功的广告总是能否抓住广告受众的心理,尤其是受众的认知心理。关联理论作为探索交际与认知关系的语用理论,对于解释广告语言对于受众的影响具有一定启示。本文在现有关联理论中的认知语境,最佳相关原则等概念的基础上,结合广告修辞中的具体言语实例,阐述了这一理论的语用价值,揭示了关联理论框架对实践的指导意义。
As a special channel for intercultural and interpersonal communication, commercial advertisements are always characterized by a cognitive purpose and nature. Whether an advertisement can achieve success or not depends on how and whether it can grasp the cognitive psychology of the audiencel Relevance Theory, a useful pragmatic theory, can shed some light on the explanation of the influence of advertising on the audience. Based on the analysis of three rhetorical vehicles used in advertising, this paper explores some basic concepts of relevance theory and tries to illustrate their pragmatic value in the studies of advertisements.
出处
《巢湖学院学报》
2007年第1期103-106,112,共5页
Journal of Chaohu University
关键词
认知语境
最佳关联
比喻
双关
仿拟
cognitive environment
optimal relevance
metaphor
pun
parody
