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1、AbstractInordertoachieveitscommunicativeintention,advertiserstryeverymeanstomaketheiradvertisinglanguageattractiveandappealing.Theapplicationoflanguagedeviationinadvertisingisoneoftheimportantways.Deviationisalanguagephenomenonthatdeviatesfromnormandexistsinvariousformssuchasdeviationatphonol
2、ogicallevel,lexicallevel,grammaticallevel,semanticlevelandetc.Owingtothelimitedspace,thisthesisistomainlyfocusonthestudyofthreevarietiesoflanguagedeviationinadvertisingincludinglexicaldeviation,grammaticaldeviationandsemanticdeviation.Tobespecific,mostscholarshavebeenconductedinthefieldofadve
3、rtisinglanguagedeviationfromtheperspectiveofdeviatedforms,pragmaticeffects,thecausesofthislanguagephenomenonandetc.Itisanewattempttostudythelanguagedeviationinadvertisingfromtheperspectiveofrelevancetheory.Withtheframeworkofoptimalrelevanceandostensive-inferentialcommunication,thisthesisregar
4、dstheaudience‘sunderstandingoflanguagedeviationastheprocessofseekingreasonableinterpretationandunderstandingbytakinglanguagedeviationasostensivestimulus.ItadoptsLeech‘sclassificationoflanguagedeviationandcorrelatesthethreelanguagedeviationvarietieswiththefollowingaspects:optimalrelevanceandos
5、tensive-inferentialprocessthroughcasestudy.Thethesisholdsthattheunderstandingofutteranceisaninferentialprocessbysearchingforoptimalrelevance.Inadvertisingcommunication,languagedeviationfunctionsasanostensivestimulus,whichguaranteesapresumptionofoptimalrelevance.Theaudienceisencouragedtosearch
6、foroptimalrelevanceinprocessingthislanguagephenomenon.Theunderstandingprocessoflanguagedeviationinvolvesthreesub-processes:recognitionoflanguagedeviation,constructionofcontextualassumptions,andrecoveryoftheimpliedmeaning.Throughthespecificcasestudy,thethesisdiscusseshowadvertisersdirecttheaud
7、iencetoachievetheoptimalrelevanceandgettheimpliedmeaningthroughlanguagedeviationinadvertising.iInaddition,thisthesisindicatesthattheadvertisingcommunicationisanostensive-inferentialprocess.Fromtheadvertiser‘spointofview,communicationisanosten
