| This thesis aims at studying commercial advertising texts from perspectives of both cognitive and functional linguistics. Basically, comprehension of advertising texts is communicative behavior in certain contexts and communication by means of written form between advertisers and the target audience. Since communication itself is a cognitive process, in order to gain understanding the two ends are supposed to abide by an optimal cognitive frame — relevance, which is the theoretical foundation in communication. The degree of relevance between advertising texts and contexts affects significantly the advertising effects. Advertisement understanding is a cognitive and inferential process, involving in setting up dynamic contexts and reconstructing the linguistic information. On the other hand, the text is a kind of functional variation as well as a special register. What function concerns in this respect is advertisers' meaning potential and the relationship between advertising texts and contexts. Within the framework of register theory, such three elements as field (what the advertisement focuses on), tenor (the relationship between advertisers and consumers) and mode (written advertising texts), contribute to achieve textual function. Based on relevant theories, this thesis is intended to carry out analyses on commercial advertising texts, attempting to seek where the successful linguistic factors lie, with more profoundness and thoroughness.
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