| 关联理论视角下现代广告语创作的分析 |
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| 引用本文：刘丽华.关联理论视角下现代广告语创作的分析[J].湖南大学学报社会科学版,2011,(6):86-89 |
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| 中文摘要:广告的主要目的是劝说。广告是广告主和消费者之间的一种话语活动。用明示推理交际模式、认知语境和关联性三个语用原则对广告语进行动态的研究，有助于广告撰写人更好地运用语言策略，创作出有说服力的广告。以关联理论为视角来透视广告为广告语的研究提供了一个新视角。 |
| 中文关键词:关联理论 广告语 分析 |
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| The Analysis of Modern Advertising Language Creation under Relevance Theory |
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| Abstract:The aim of advertisements is persuading. Advertising is a special communication between advertisers and consumers.A dynamic study of advertising language from the following three pragmatic principles, that is, Ostensive-Inferential Communication, Cognitive Context and Relevance ,will help copy-writers employ language strageties appropriately and create more persuasive advertisements. It will provide a new perspective. |
| keywords:relevance theory advertising language analysis |
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