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1、·············AbstractInordertoachieveitscommunicativeintention,advertiserstryeverymeanstomake
theiradvertisinglanguageattractiveandappealing.Theapplicationoflanguagedeviation
inadvertisingisoneoftheimportantways.Deviationisalanguagephenomenonthat
deviatesfromnormandexistsinvariousformssuch
2、asdeviationatphonologicallevel,
lexicallevel,grammaticallevel,semanticlevelandetc.Owingtothelimitedspace,this
thesisistomainlyfocusonthestudyofthreevarietiesoflanguagedeviationin
advertisingincludinglexicaldeviation,grammaticaldeviationandsemanticdeviation.To
bespecific,mostscholarshavebee
3、nconductedinthefieldofadvertisinglanguage
deviationfromtheperspectiveofdeviatedforms,pragmaticeffects,thecausesofthis
languagephenomenonandetc.Itisanewattempttostudythelanguagedeviationin
advertisingfromtheperspectiveofrelevancetheory.Withtheframeworkofoptimalrelevanceandostensive-inferent
4、ialcommunication,
thisthesisregardstheaudience‘sunderstandingoflanguagedeviationastheprocessof
seekingreasonableinterpretationandunderstandingbytakinglanguagedeviationas
ostensivestimulus.ItadoptsLeech‘sclassificationoflanguagedeviationandcorrelates
thethreelanguagedeviationvarietieswithth
5、efollowingaspects:optimalrelevanceand
ostensive-inferentialprocessthroughcasestudy.Thethesisholdsthattheunderstandingof
utteranceisaninferentialprocessbysearchingforoptimalrelevance.Inadvertising
communication,languagedeviationfunctionsasanostensivestimulus,whichguaranteesa
presumptionofop
6、timalrelevance.Theaudienceisencouragedtosearchforoptimal
relevanceinprocessingthislanguagephenomenon.Theunderstandingprocessof
languagedeviationinvolvesthreesub-processes:recognitionoflanguagedeviation,
constructionofcontextualassumptions,andrecoveryoftheimpliedmeaning.Throughthe
specificc
7、asestudy,thethesisdiscusseshowadvertisersdirecttheaudiencetoachievethe
optimalrelevanceandgettheimpliedmeaningthroughlanguagedeviationinadvertising.i····Inaddition,thisthesisindicatesthattheadvertisingcommunicationisanostensive-inferentialprocess.Fromtheadvert
