关联-顺应视角下的广告体裁互文性解读

Analysis of Generic Intertextuality of Ads Texts in the Light of Relevance and Adaptation

体裁互文性是一个非常普遍的语言现象,它将显现的语篇与隐于其后的某个语篇相连,可以有效地传达语篇的隐含意义,对我们研究语言和社会都具有重要的启示。从关联理论和顺应论出发来综合研究体裁互文性,可以解释这一语言现象的产生、阐释机制和功能,无疑为我们更好地对语篇含义进行解读开辟了新的途径。

Generic intertextuality is a universal linguistic phenomenon,which connects the explicit text with the implicit text and transmits effectively various implied meanings.It is important in our research on language and society.An analysis of generic intertextuality in the light of relevance-adaptation explains the production and interpretation mechanism and the pragmatic function,which undoubtedly sheds some light on the interpretation of the implied meanings of texts.