用关联理论解读商业广告委婉语的模糊含蓄美

An Analysis on the Fuzzy and Implicit Beauty of Commercial Advertisement Euphemisms Based on Relevance Theory

委婉语,作为一种社会语言现象,是各种社会心理和其他因素综合作用的结果。广告委婉语的真实意图的体现离不开信息关联。关联理论的明示—推理过程将广告委婉语从信息意图的模糊性到交际意图的精确性展现得淋漓尽致。文章从关联理论视角,结合商业广告委婉语的特点,解读商业广告委婉语在交际中体现出来的模糊含蓄美。

Euphemism is a special social linguistic phenomenon which results from social psychology and other comprehensive factors.The manifestation of real intention of advertisement euphemisms is closely linked to information relevance.The fuzzy beauty of advertisement euphemisms from the fuzziness of informative intention to the accuracy of communicative intention is well-manifested through the process of manifestation-inference of Relevance Theory.This paper attempts to analyze the features of advertisement euphemisms and explores the great charm of fuzziness of commercial advertisement euphemisms in the communication from the angle of Relevance Theory.