| Parody is a rhetorical device which changes the existing language forms to convey new information. It is widely applied to advertisements nowadays. Based on Sperber and Wilson's relevance theory, the present thesis analyzes the generation and inferential mechanism of parodic advertisements, which are mainly headlines and slogans. The key concept"degree of relevance"is taken as a criterion to evaluate the cognitive effects of parodic advertisements. In addition, the positive and negative effects of parody in advertisements are also discussed within RT. Finally, the thesis concludes several properties that good parodic ads should possess.The analysis of parody in ads in the framework of relevance theory enriches the explanatory power of RT and provides a new perspective for the study of parody. Meanwhile, it offers guidance for advertisers to make better application of parody to advertisements.
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