The Study Of Advertising Language From The Perspective Of Relevance Theory

Advertising language is a part of the application linguistics, and it is also a branch of the social linguistics. Advertising language will change and development with social’s change and development. Both of them are closely linked. Sperber and Wilson’s relevance theory has a powerful explanation to analyzing the dialogue. Form the perspective of relevance theory that advertisement is a sort of special language of communication. Advertisers as the speaker who can show their concepts and attempts to the listener pass through the advertising. The people who read the advertising are the listener. The listener in the interpretation of advertising languages always based on their existing knowledge and experience. They always to suppose the contextual assumptions till find the best way to unscramble. Thus, the process of understanding is the searching connection process as well as following reasoning model. When the people who reading the advertising that they will process the language information with their own comprehend, if the cognitive context is more closer to the advertiser’s, the success rate of the advertising communication will be higher, and vice versa. Thus, we use relevance theory to study the language of advertising can not only grasp the essence of advertising language, we can also bring into play the function of advertisement which can attain the best propagandist effect. And it will realize the economic and social value at last.