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关联理论认为交际是一种明示推理的过程,是听话者对说话者的意图进行识别的认知过程。商业广告是一种特殊的交际艺术,具有明显的认知特征。本文从关联理论视角出发,对广告中的双关语进行分析。
Relevance theory holds that communication is a process of explicit reasoning and a cognitive process by which hearers recognize the speaker’s intention. Commercial advertising is a special kind of communicative art with obvious cognitive characteristics. From the perspective of relevance theory, this paper analyzes the puns in advertisements.