作　　者： ;

机构地区： 广东药学院

出　　处： 《语文学刊（高等教育版）》 2006年第6期45-47,57,共4页

摘　　要： 广告作为一种重要的应用语言,其语言研究价值日益受到广告学家和语言学家的重视。广告中的幽默言语通过广告中交际双方的认知合作达到意想不到的广告效果。本文对幽默广告这一特殊言语交际的制笑机制进行研究和理论分析,同时,结合关联理论对广告中的幽默言语的语用功能做出实例分析,认为广告中的幽默言语不仅起到增加快乐的作用,更重要的是实现广告商的交际意图。 As an important kind of applied language, the linguistic value of advertisements gets more and more significant in the field of both advertisement and linguistics. Humorous utterances in advertisements get the effects through the cooperation between the two sides of communication. The article analyses the utterance communication in advertisement theoretically. Besides, the article gives some practical examples to illustrate the pragmatic function of the humorous utterances from the perspective of relevance theory, concluding that not only can the humorous utterances produce happy feelings but also they can realize the intention of communication.

关 键 词： 广告 言语幽默 关联理论

领　　域： [文学]