从关联理论的角度研究广告中的双关

关联理论认为交际是一种明示推理的过程,是听话者对说话者的意图进行识别的认知过程。广告是一种特殊的交际行为。本文从关联理论视角出发,对广告中的双关语进行分析。

Relevance Theory suggests that communication is a process of ostensive-inference, a cognitive process for the audience to identify the communicator＇s intent. Ads are a kind of special communication. The present paper tries to analyze the pun in ads from the Perspective of Relevance Theory.