关联理论视角下广告语言变异地研究.pdf

Abstract In order to achieve its communicative intention, advertisers try every means to make their advertising language attractive and appealing. The application of language deviation in advertising is one of the important ways. Deviation is a language phenomenon that deviates from norm and exists in various forms such as deviation at phonological level, lexical level, grammatical level, semantic level and etc. Owing to the limited space, this thesis is to mainly focus on the study of three varieties of language deviation in advertising including lexical deviation, grammatical deviation and semantic deviation. To be specific, most scholars have been conducted in the field of advertising language deviation from the perspective of deviated forms, pragmatic effects, the causes of this language phenomenon and etc. It is a new attempt to study the language deviation in advertising from the perspective of relevance theory. With the framework of optimal relevance and ostensive-inferential communication, this thesis regards the audience‘s understanding of language deviation as the process of seeking reasonable interpretation and understanding by taking language deviation as ostensive stimulus. It adopts Leech ‘s classification of language deviation and correlates the three language deviation varieties with the following aspects: optimal relevance and ostensive-inferential process through case study. The thesis holds that the understanding of utterance is an inferential process by searching for optimal relevance. In advertising communication, language deviation functions as an ostensive stimulus, which guarantees a presumption of optimal relevance. Th