摘要
广告作为一种应用语言 ,不仅具有很高的商业价值和欣赏价值 ,同时它的语言研究价值也日益受到人们的重视。从认知语用学的角度出发 ,依据关联理论 ,对广告的认知推理过程加以分折 ,并结合语境效果和最佳关联的产生条件 。
As one of the applied languages,advertising discourse has a high value for commerce and appreciation.At the same time,people are paying more and more attention to its importance in linguistic study.Based on the relevance theory of cognitive pragmatics,the paper attempts to analyze the cognitive inferential process and the conditions of contextual effect and optimal relevance in advertising comprehension in order to explore the influence of information relevance on advertising effect.
出处
《云梦学刊》
2002年第1期114-115,共2页
Journal of Yunmeng
关键词
明示推理
语境效果
最佳关联
ostensive inference
contextual effect
optimal relevance
