Understanding advertisements from the perspective of relevance theory

作     者：韦晓保 

作者机构：华东师范大学外语学院上海200043 

出 版 物：《Sino-US English Teaching》 (中美英语教学（英文版）)

年 卷 期：2009年第6卷第7期

页      码：42-46页

摘      要：This paper approaches advertisements on the basis of relevant theory. It elaborates how the advertiser as addresser in communication succeed in conveying his intention for publicity and how the recipient as addressee takes advantage of different types of relevant devices in reasoning out the communicative purposes from four different angles, namely, non-stereotypical interpretation of advertisements, psychological requirements of the recipient as addressee in advertisements, advertisements as explicit information and the situational approach to implicit meanings of advertisements. It aims at providing guidance for advertisement planning and translation by means of the exposure of rules underlying advertisements.

主 题 词：relevance theory advertisement non-stereotypical relations explicit information implicit information 

学科分类：0501[文学-中国语言文学类] 050302[050302] 1305[艺术学-设计学类] 0303[法学-社会学类] 050102[050102] 13[艺术学] 03[法学] 030303[030303] 05[文学] 0503[文学-新闻传播学类] 

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