摘要
幽默作为广告中一种较为常见的语言艺术手段,一直受到广告制作者青睐。为了能深入了解广告幽默语言,本文尝试概括其主要特征,用Coulson等的框架转换理论和Sperber＆Wilson的关联理论对广告幽默话语的理解过程进行语用分析。语义跃迁和最佳关联有机结合为接收者理解和接受幽默广告提供了强有力的解释。
Humor as a common artistic technique in advertising language, has always been highly valued by advertising makers. For a further understanding of humorous language in advertisement, the authors of this paper have tried to summarize its main pragmatic features, and made a pragmatic analysis of its understanding process based on Coulson＇s frame-shifting theory and Sperber ＆ Wilson＇s relevance theory. The two theories provide a strong explanation for receptors to understand and accept humorous advertisements.
出处
《西华师范大学学报（哲学社会科学版）》
2007年第2期30-33,共4页
Journal of China West Normal University:Philosophy & Social Sciences
关键词
广告
幽默话语
语义跃迁
最佳关联理论
advertisement
humorous language
semantic leap
principle of optimal relevance
