从认知语用角度论广告语言的意境效果——一项实证研究

On the Poetic Effects of Advertising Language from the Cognitive Pragmatic Angle——An Empiric Study

在关联理论的研究中,诗意效果是指言语的特别效果,它通过言语一系列弱隐含的实现,获得其最佳关联。诗意效果产生于大脑的一种特别的活动过程,它以广泛的一系列情景假设的启用和连接为基础,为人们在搜寻关联理论对它的解释过程中所触发。

Poetic effect is named to the peculiar effect of utterance which achieves most of its relevance through a wide array of weak implicatures. Studied within Relevance Theory, poetic effect results from a special kind of mental processing based on a wide - ranging activation and accessing of contextual assumptions, triggered by the search for an interpretation consistent with Relevance Theory.