关联理论视角下广告语言变异的研究

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1、AbstractInordertoachieveitscommunicativeintention,advertiserstryeverymeanstomaketheiradvertisinglanguageattractiveandappealing.Theapplicationoflanguagedeviationinadvertisingisoneoftheimportantways.Deviationisalanguagephenomenonthatdeviatesfromnormandexistsinvariousformssuchasdeviationatphonol

2、ogicallevel,lexicallevel,grammaticallevel,semanticlevelandetc.Owingtothelimitedspace,thisthesisistomainlyfocusonthestudyofthreevarietiesoflanguagedeviationinadvertisingincludinglexicaldeviation,grammaticaldeviationandsemanticdeviation.Tobespecific,mostscholarshavebeenconductedinthefieldofadve

3、rtisinglanguagedeviationfromtheperspectiveofdeviatedforms,pragmaticeffects,thecausesofthislanguagephenomenonandetc.Itisanewattempttostudythelanguagedeviationinadvertisingfromtheperspectiveofrelevancetheory.Withtheframeworkofoptimalrelevanceandostensive-inferentialcommunication,thisthesisregar

4、dstheaudience‘sunderstandingoflanguagedeviationastheprocessofseekingreasonableinterpretationandunderstandingbytakinglanguagedeviationasostensivestimulus.ItadoptsLeech‘sclassificationoflanguagedeviationandcorrelatesthethreelanguagedeviationvarietieswiththefollowingaspects:optimalrelevanceandos

5、tensive-inferentialprocessthroughcasestudy.Thethesisholdsthattheunderstandingofutteranceisaninferentialprocessbysearchingforoptimalrelevance.Inadvertisingcommunication,languagedeviationfunctionsasanostensivestimulus,whichguaranteesapresumptionofoptimalrelevance.Theaudienceisencouragedtosearch

6、foroptimalrelevanceinprocessingthislanguagephenomenon.Theunderstandingprocessoflanguagedeviationinvolvesthreesub-processes:recognitionoflanguagedeviation,constructionofcontextualassumptions,andrecoveryoftheimpliedmeaning.Throughthespecificcasestudy,thethesisdiscusseshowadvertisersdirecttheaud

7、iencetoachievetheoptimalrelevanceandgettheimpliedmeaningthroughlanguagedeviationinadvertising.iInaddition,thisthesisindicatesthattheadvertisingcommunicationisanostensive-inferentialprocess.Fromtheadvertiser‘spointofview,communicationisanosten