从功能与关联视角看语言与认知中的文化显影——关于可口可乐公司企业新闻的实证调查

Cultural Encoding and Decoding in the Functional and Relevance-Theoretic Perspecitves:An Empirical Study of the Coca-Cola Corporate News

以可口可乐公司企业新闻为例,从功能的角度分析企业新闻中文化特征的体现,继而借助统计数据考察受众对语言中文化特征的认知,并依据关联理论对统计结果进行解读,最终为企业新闻如何成功达到交际目的提出合理建议。

Corporate news is a means by which corporate identity is tranformed into corporate image. The interplay of the three is underlied by the interaction of culture, language and cognition. This paper analyzes the cultural enconding of the Coca-Cola corporate news samples in the functional perspective, reflects the test-takers＇ cultural decoding of the samples on a statistical basis and interprets the results of the survey within the framework of relevance theory, aiming at making rational suggestions on corporate communitions through corporate news.