| 广告语言的关联理论阐释 |
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| 引用本文： | 付丽彬.广告语言的关联理论阐释[J].玉溪师范学院学报,2006,22(10):73-76. |
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| 作者姓名： | 付丽彬 |
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| 作者单位： | 玉溪师范学院,外语学院,云南,玉溪,653100 |
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| 摘 要： | 关联理论源于认知心理学,后由认知语用学家用来阐释语言交际中的话语相关性。关联原则虽然是哲学范畴的一个基本组织原则,但也可用来研究语言交际,因而也是话语理解的一个基本认知原则。从关联理论的基本思想出发,基于英汉语料,探讨“最佳关联性”在广告语言中的实现,目的在于增强这一理论的认知解释力。
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| 关 键 词： | 广告语言 最佳关联 语境效果 心理投入 |
| 文章编号： | 1009-9506(2006)10-0073-04 |
| 修稿时间： | 2006年8月12日 |
Advertising Language: A Relevance- Theoretical Account |
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| FU Li-bin.Advertising Language: A Relevance- Theoretical Account[J].Journal of Yuxi Teachers' College,2006,22(10):73-76. |
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| Authors: | FU Li-bin |
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| Abstract: | Relevance Theory derives from cognitive psychology and is used by cognitive pragmatists to analyze the utterance relevance of verbal communication.The principle of relevance is one of the basic cognitive principles in philosophy,but it can be applied to verbal communication as well,and it thus becomes a basic cognitive principle by which utterance is understood.Starting from the fundamental ideas of Relevance Theory and based on English-Chinese corpora,this paper explores the realization of optimal relevance in advertising language,trying to strengthen the cognitive explanatory power of this theory. |
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| Keywords: | advertising language optimal relevance contextual effect processing effort |
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