Abstract

With the development of the world economy and the expansion of economic globalization，advertisements are used widely with more different types, which has a strong influence on people’s life and study. Based on Sperber and Wilson’ Relevance Theory, this paper introduces some features of advertising language and analyzes how Relevance Theory is applied in advertising language from four perspectives: relevance to informative and communicative intentions, relevance to audient of advertisements, relevance to context and optimal relevance achieved in advertising language. The goal of such special advertising language is to draw audient’s attention, inspire their eagerness of purchase and obtain great commercial profits.

Key words: advertising language, Relevance Theory, relevance, optimal relevance
   
摘 要

随着全球经济的发展和经济全球化进程的推进，广告的应用越来越广泛，形式也越来越多样化，并对人们的生活和学习产生了巨大的影响。本文依据Sperber 和 Wilson的关联理论，阐述了生活中广告语言的特点，并从四个方面解读了关联理论在广告语言中的体现和应用，即广告语言与信息意图和交际意图的关联，与受众的关联,与语境的关联，以及广告语中的最佳关联的实现。这些特殊广告语言的使用目的在于吸引顾客的注意，激起他们的购买欲望，从而获取巨大的商业利润。

关键词：广告语；关联理论；关联性；最佳关联

1. Introduction
With the development of the world economy and the expansion of the process of economic globalization, people’s daily life has had a close connection with advertisements, making advertising language popularized constantly. At the same time, as a fine publicity stunt, advertisement has been an important part of modern life and has a strong influence on people’s life, promoting the harmonious development of society. Advertisements can be seen everywhere in our daily life, on television, on the internet, on the bus and in newspapers. The audient takes cognizance of different kinds of products and some audient is encouraged to buy products in the advertisement. Of course, the advertising language is simple, short, vivid, unique and humorous. So the audient’s attention can be attracted and consequently have the impulse to purchase what is advertised. Although there are more and more different types of advertisements and the effects of advertisements depend on different factors such as language, picture, color, sound and so on, language is always the most basic factor, which involves the purposeful design and arrangement of vocabulary and phrasal expressions.