The Study Of Advertising Language From The Perspective Of Relevance Theory

In this highly economy development society, More and more aboilcompetition, and also with the huge merchant attent to promotion action, Advisementhas been in our life all the time. It propagandizes production or conception throughtelevision, internet, radio, newspaper, magazine, wallpaper, banner, guidepost whichmakes advisement information into people's life and heart, strive to awake people'sresonance maximum. People will shape their own recognition according theirknowledge and their lingual circumstance, and also unscramble and elucidate theinformation from advisement.So, base on the Relevance Theory, Advisement is a sort of special language ofcommunication between advertiser and public people. In this process, advertiser showtheir concept, attempt to people through character and design. When we unscramble this.we can use our knowledge supposing contextual assumptions till find our best way tounscramble of it. In means, The process of understandableness is the searchingconnection process as well as following reasoning model. It is the necessary conditionfor of connection for contextual effect. Normally, the more effect, the more connection;To gain contextual effect also needs to make effort. The less effort, the less connection,Therefore, Both of the communication of advisement can be success depends on peoplewhether can consist on recognition and dealing and machining when they realizelanguage information. When people ratiocinate and deal with the advisement, theadvisement language can not activate their recognition.When people ratiocinate andsuppose the current information of knowledge, they can not find out the connectivesupposing, I.e. the optimal relevance. It can cause miss the basic of communicate forboth of them since the difference between advertiser and people. Therefore, both mustfollow the relevance principle in the advertisement archives creation process——"toindicate clearly clearly" the character request, and must achieve "indicated clearly""shows" effect.The advertisement person's goal is enable the advertisement to have the attraction,obtains the different common effect. on the one hand they want to attract advertisement audiences' attention, on the other hand guides the audiences to derive the optimalrelevance. Stands in the advertisement person's angle, they must fully understand faceshow community the advertisement audiences is, and the cultural context, the mannersand customs of this community, even their life experience. Only they had fullyunderstood faced the advertisement community's cognition structure could they givewhat is desired, manufactures is been most widespread the advertisement which iswelcome the audiences the advertisement archives. At the same time, also only they canobtain generally audiences' full explanation, and then penetrates their inner mostfeelings, t_he display advertisement most major function, achieves the propaganda thedesired effect. Sperber&Wilson have conducted the research from the human relationsand the cognition angle to the words, they pay more attenion cognition linguisticenvironment and the language uses the inferential, the relevance theory frame theyproposed has provided the powerful help for us to unscramble and elucidateadvertisement archives.With the aid of the theory of Optimal Relevance and theory of Dynamic Context inthe Relevance Theory, This article is to explain the advertisement Ostensive andinferential process performs, analysis the process how the audiences gain the OptimalRelevance. On this way they can promote advertiser to understand advertisementaudiences well, thus helping advertiser to create the advertisement well and theaudiences can understand the advertisement better as well.