| 关联理论在广告语中的体现 |
| |
| 引用本文： | 李佳. 关联理论在广告语中的体现[J]. 重庆工商大学学报(自然科学版), 2011, 0(4) |
| |
| 作者姓名： | 李佳 |
| |
| 作者单位： | 宜宾学院; |
| |
| 摘 要： | 关联理论在广告交际中发挥着十分重要的作用。立足于关联理论在广告交际中的应用,通过分类关联、语境假设和语境效果三者之间的关系,来揭示广告语吸引消费者的一般规律以及引导消费者做出明示推理的认知过程。
|
| 关 键 词： | 关联理论 语境 认知努力 最佳关联 |
Implementation of Relevance Theory in Advertisement Slogans |
| |
| LI Jia. Implementation of Relevance Theory in Advertisement Slogans[J]. Journal of Chongqing Technology and Business University:Natural Science Edition, 2011, 0(4) |
| |
| Authors: | LI Jia |
| |
| Affiliation: | LI Jia(Yibin University,Yibin 644000,China) |
| |
| Abstract: | Relevance Theory plays an important role in advertisement communication.In order to reach the purpose of optimal relevance,this paper is aimed to reveal the general principle to attract consumers in the advertisement slogan and guide to get the ostensive-inferential cognitive process based on the Relevance Theory applied in the advertisement communication,and by classifying the relation of relevance,contextual assumption and contextual effects. |
| |
| Keywords: | Relevance Theory context cognitive effort optimal relevance |
| 本文献已被 CNKI 等数据库收录！ |
