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关联理论由法国语言学家D.Wilson和英国语言学家D.Sperber共同提出,旨在Grice会话原则的基础上,解释人类如何交际的内在原则,并且主张区分两种不同的交际模式,即“意图—推理交际”和“编码—解码交际”。语言研究者利用关联理论解读例如:汉语幽默话语、网络新闻翻译、广告双关语等语言现象的解读。本文将关联理论与饮料广告语结合起来,从饮料广告语的特征、广告受众(听话人)潜意识中利用关联理论对广告语的解读两个方面探讨关联理论。
Relevance theory is proposed by French linguist D. Wilson and British linguist D.Sperber. Based on the principle of Grice conversation, the theory of relevance is to explain the inner principles of how human beings communicate and to distinguish between two different modes of communication, namely “Intention - Inference Communication” and “Coding - Decoding Communication”. Language researchers use the theory of relevance to interpret, for example, the interpretation of linguistic phenomena such as Chinese humorous discourse, online news translation, advertisement pun. This article combines relevance theory and drink advertisement language to explore relevance theory from two aspects: the characteristics of drink advertisement language and the subconsciousness of advertising audience (listener), using relevance theory to interpret advertisement language.