摘要
关联理论认为交际是一个明示推理过程。广告作为一种特殊的交际,为了使其产品达到畅销的目的,会针对不同的对象而采用不同的广告语言,使受众能更好地接受其传递的信息。因此,广告人应针对受众不同而采用相应的广告语,使其达到最佳的关联效果。
The Relevance Theory views communication as an ostensive-inferential one. Advertisement is a kind of communication, during the process of which the advertiser employs various language to fit the cognitive environments of the different target audiences so as to reach the purpose of pushing the sales of products. Based on Sperber and Wilson＇s Relevance Theory, this paper investigates advertising creativity, focusing on how advertisers employ different language according to the target audience, which thus ensures effective advertising creativity.
关键词
关联理论
认知环境
广告人
广告受众
Relevance Theory
cognitive environments
advertiser
target audience
