摘要
根据关联理论,对广告话语的理解也是一个言语交际的过程,即广告受众寻找广告话语最佳关联的过程。一则成功的广告就是要使广告受众能以最小的认知处理来获取最佳的语境效果,通过隐喻、转喻推理路径和谐音双关路径可以有效达到这种效果。
According to the relevance theory,the process of understanding an advertisement is a process of communication,during which the audience is seeking the optimal relevance of the utterance. A successful advertisement is to make the audience to obtain the best contextual effect of the information with the least effect. The receiver can understand the meaning of the advertisement through the metaphorical,metonymical ways of thinking and homonyms.
出处
《湖南科技大学学报（社会科学版）》
CSSCI
北大核心
2016年第3期113-119,共7页
Journal of Hunan University of Science and Technology(Social Science Edition)
基金
湖南省哲学社会科学基金项目(15YBA241)
湖南省哲学社会科学基金项目(13YBA407)
关键词
关联理论
广告话语
最佳关联
认知语境
relevance theory
advertisement discourse
optimal relevance
cognitive context
