从关联理论看商业广告语的主题功能突显

The Salience of Theme and Function in Commercial Advertisement Language from the Perspective of Relevance Theory

关联理论作为语言学的基本理论已被广泛使用。商业广告语作为一种特殊的社会语言现象离不开信息关联。通过运用关联理论、信息的明示和推理,结合商业广告语的特点,从语音、语意和修辞等方面探讨商业广告语的主题和功能突显,以此达到捕获受众的注意力并宣传广告产品的目的。

As a basic theory of linguistics, Relevance Theory is widely used. Commercial advertisement language is a special social linguistic phenomenon which is closely linked to information relevance. By using the Relevance Theory, the ostension and inference of information, combing with the features of commercial advertisement language, this paper explores the salience of theme and function in commercial advertisements from the aspects od pronunciation, meaning, rhetoric and etc. in order to catch the audience＇s attention and publicize the advertising products.