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关联理论对于英文广告语篇连贯具有很强的解释力。Sperber和Wilson认为,语篇连贯是交际者寻求关联的派生物。在关联理论的框架中,英文广告语篇连贯表现为语义关联和语用推理的结果。话语关联决定着两种类型的连贯:命题内容连贯和语境效果连贯。
Relevance theory has a strong explanatory power for the coherence of discourse in English advertisements. Sperber and Wilson argue that discourse coherence is a derivative of communicators seeking associations. In the framework of relevance theory, English advertising discourse coherence performance as a result of semantic relevance and pragmatic reasoning. Discourse association determines two types of coherence: proposition content coherence and contextual coherence.