摘要
关联理论认为交际是一个明示--推理的过程。广告是一种特殊的交际行为,商业广告发布者为达到其推销产品的目的,经常运用双关的策略来引起受众注意。本文从关联理论视角出发,通过对实例的分析来探求商业广告双关语是如何通过注意力吸引策略作用于广告受众,达到最佳关联。
Relevance theory agrees that communication is a process of expression to inference.Advertising is a special kind of communication.To promote their products,commercial publishers often use puns to cause attention to the audience.From the perspective of relevance theory,this article lays emphasis on the examples analysis to explore that how does commercial advertising attract attention through puns to get the best correlation.
出处
《湖南民族职业学院学报》
2008年第4期64-66,共3页
Hunan Vocational College for Nationalities
关键词
广告
双关语
最佳关联
Advertising
Puns
The Best Correlation
