关联理论视角下的广告语言变异的研究

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1、·············AbstractInordertoachieveitscommunicativeintention,advertiserstryeverymeanstomake theiradvertisinglanguageattractiveandappealing.Theapplicationoflanguagedeviation inadvertisingisoneoftheimportantways.Deviationisalanguagephenomenonthat deviatesfromnormandexistsinvariousformssuch

2、asdeviationatphonologicallevel, lexicallevel,grammaticallevel,semanticlevelandetc.Owingtothelimitedspace,this thesisistomainlyfocusonthestudyofthreevarietiesoflanguagedeviationin advertisingincludinglexicaldeviation,grammaticaldeviationandsemanticdeviation.To bespecific,mostscholarshavebee

3、nconductedinthefieldofadvertisinglanguage deviationfromtheperspectiveofdeviatedforms,pragmaticeffects,thecausesofthis languagephenomenonandetc.Itisanewattempttostudythelanguagedeviationin advertisingfromtheperspectiveofrelevancetheory.Withtheframeworkofoptimalrelevanceandostensive-inferent

4、ialcommunication, thisthesisregardstheaudience‘sunderstandingoflanguagedeviationastheprocessof seekingreasonableinterpretationandunderstandingbytakinglanguagedeviationas ostensivestimulus.ItadoptsLeech‘sclassificationoflanguagedeviationandcorrelates thethreelanguagedeviationvarietieswithth

5、efollowingaspects:optimalrelevanceand ostensive-inferentialprocessthroughcasestudy.Thethesisholdsthattheunderstandingof utteranceisaninferentialprocessbysearchingforoptimalrelevance.Inadvertising communication,languagedeviationfunctionsasanostensivestimulus,whichguaranteesa presumptionofop

6、timalrelevance.Theaudienceisencouragedtosearchforoptimal relevanceinprocessingthislanguagephenomenon.Theunderstandingprocessof languagedeviationinvolvesthreesub-processes:recognitionoflanguagedeviation, constructionofcontextualassumptions,andrecoveryoftheimpliedmeaning.Throughthe specificc

7、asestudy,thethesisdiscusseshowadvertisersdirecttheaudiencetoachievethe optimalrelevanceandgettheimpliedmeaningthroughlanguagedeviationinadvertising.i····Inaddition,thisthesisindicatesthattheadvertisingcommunicationisanostensive-inferentialprocess.Fromtheadvert