| 关联理论视角下现代广告语创作的分析 |
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| 引用本文： | 刘丽华.关联理论视角下现代广告语创作的分析[J].湖南大学学报(社会科学版),2011,25(6):86-89. |
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| 作者姓名： | 刘丽华 |
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| 作者单位： | 上海外国语大学英语学院,上海200083;湖南邵阳学院外语系,湖南,邵阳422000 |
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| 基金项目： | 湖南省哲学社会科学基金，湖南省教育厅青年项目 |
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| 摘 要： | 广告的主要目的是劝说。广告是广告主和消费者之间的一种话语活动。用明示推理交际模式、认知语境和关联性三个语用原则对广告语进行动态的研究,有助于广告撰写人更好地运用语言策略,创作出有说服力的广告。以关联理论为视角来透视广告为广告语的研究提供了一个新视角。
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| 关 键 词： | 关联理论 广告语 分析 |
The Analysis of Modern Advertising Language
Creation under Relevance Theory |
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| LIU Li-hua.The Analysis of Modern Advertising Language
Creation under Relevance Theory[J].Journal of Hunan University(Social Sciences),2011,25(6):86-89. |
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| Authors: | LIU Li-hua |
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| Institution: | LIU Li-hua1,2 (1.Shanghai International Studies University,The College of English Language and Literature,Shanghai 200083,China; 2.Shaoyang University,English Department,Shaoyang 422000,China) |
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| Abstract: | The aim of advertisements is persuading. Advertising is a special communication between advertisers and consumers.A dynamic study of advertising language from the following three pragmatic principles, that is, Ostensive-Inferential Communication, Cognitive Context and Relevance ,will help copy-writers employ language strageties appropriately and create more persuasive advertisements. It will provide a new perspective. |
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| Keywords: | relevance theory advertising language analysis |
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