| 关联理论视角与广告中的有意歧义 |
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| 引用本文： | 刘海林.关联理论视角与广告中的有意歧义[J].长江大学学报(社会科学版),2010,33(2). |
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| 作者姓名： | 刘海林 |
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| 作者单位： | 山西师范大学,外国语学院,山西,临汾,041004 |
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| 摘 要： | 有意歧义是一种独特的修辞手法,在交际当中有着积极的语用效果。在广告语中使用有意歧义不仅能给受众留下深刻的印象,同时还可以提高广告的可信度。
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| 关 键 词： | 关联 歧义 广告 语境效果 |
A Study of Intentional Ambiguity in Advertising:from the Perspective of Relevance Theory |
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| LIU Hai-lin.A Study of Intentional Ambiguity in Advertising:from the Perspective of Relevance Theory[J].Journal of Yangtze University:Social Sciences,2010,33(2). |
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| Authors: | LIU Hai-lin |
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| Institution: | School of Foreign Languages/a>;Shanxi Normal University/a>;Linfen Shanxi 041004 |
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| Abstract: | Intentional ambiguity is a unique rhetoric.The positive use of intentional ambiguity in advertising communication is explored from the view of relevance theory to understand the ambiguous advertisements is the process of seeking the optimal relevance.The questionnaire is also adopted to investigate the contextual effects of the ambiguity in advertisements.And the results indicate that ambiguity in advertising is a positive linguistic device,which is more impressive,more trusted and more favored by the audie... |
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| Keywords: | relevance ambiguity advertisements contextual effect |
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