关联理论视域下的英语广告语篇的创新运用机制
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摘要
关联理论在西方语言学界被频繁应用于翻译、语用等领域。本文基于关联理论,对广告语篇的一些显著特点,如明示刺激、言外之意、隐喻等在不同类型广告个例中的频繁运用进行语言、语用分析,以阐明广告语言是如何通过不同的手段取得最佳关联,加强额外的语境效果,完成交际功能和实现劝说目的。
Sperber and Wilson put forward the Relevance Theory in his book: Communication and Cognition in1986, which has aroused widespread interest in western linguistic circles and is frequently applied in translation,pragmatic fields. Based on the applicability of the theoretical framework of Sperber & Wilson's Relevance Theory, this paper analyzes the frequent application of some most obvious features of the advertising discourse, such as ostensive-inferential communication, word play and metaphor to illustrate how does advertising language achieve optimal relevance, strengthen the extra contextual effects, complete the communicative function and achieve purpose of persuasion through various means.
Sperber and Wilson put forward the Relevance Theory in his book: Communication and Cognition in1986, which has aroused widespread interest in western linguistic circles and is frequently applied in translation,pragmatic fields. Based on the applicability of the theoretical framework of Sperber & Wilson's Relevance Theory, this paper analyzes the frequent application of some most obvious features of the advertising discourse, such as ostensive-inferential communication, word play and metaphor to illustrate how does advertising language achieve optimal relevance, strengthen the extra contextual effects, complete the communicative function and achieve purpose of persuasion through various means.
引文
[1]胡晓琼,李雅鹏.关联理论对广告的解释力[J].三峡大学学报(人文社会科学版),2009(2):108.
[2]王惠玲,王振环.语境效果对附加翻译的启示[J].西北大学学报(哲学社会科学版),2007(4):94.
[3]GUTT E A.Translation and Relevance.Cognition and Context[M].Oxford and Cambridge,Massachusetts:Blackwell,1991:39.
[4]SPERBER D,WISLSON D.Relevance:Communication and Cognition[M].Oxford Blackwell,1986.
[5]GEIS M L,MICHAEL L.The Language of Television Advertising[M].Academic Press,1982:53.
[6]王伟民.关联理论与广告修辞话语的解读[J].华南师范大学学报(社会科学版),2005(4):68.
[7]TANAKA K.Advertising Language-A pragmatic Approach to Advertisements in Britain and Japan[M].London and New York:Routledge,1994:64.
[8]GRICE H P."Logic and Conversation”.Syntax and Semantics3:Speech Acts.Eds.P.Cole and J.L.Morgan[M].New York:Academic Press,1975:53.
[9]WILSON D,SPERBER D.“Representative and Relevance”.Mental Representations.The Interface between Language and Reality.Ed.Ruth M.Kempson.Cambridge:Cambridge University Press,1988:139.
[2]王惠玲,王振环.语境效果对附加翻译的启示[J].西北大学学报(哲学社会科学版),2007(4):94.
[3]GUTT E A.Translation and Relevance.Cognition and Context[M].Oxford and Cambridge,Massachusetts:Blackwell,1991:39.
[4]SPERBER D,WISLSON D.Relevance:Communication and Cognition[M].Oxford Blackwell,1986.
[5]GEIS M L,MICHAEL L.The Language of Television Advertising[M].Academic Press,1982:53.
[6]王伟民.关联理论与广告修辞话语的解读[J].华南师范大学学报(社会科学版),2005(4):68.
[7]TANAKA K.Advertising Language-A pragmatic Approach to Advertisements in Britain and Japan[M].London and New York:Routledge,1994:64.
[8]GRICE H P."Logic and Conversation”.Syntax and Semantics3:Speech Acts.Eds.P.Cole and J.L.Morgan[M].New York:Academic Press,1975:53.
[9]WILSON D,SPERBER D.“Representative and Relevance”.Mental Representations.The Interface between Language and Reality.Ed.Ruth M.Kempson.Cambridge:Cambridge University Press,1988:139.