The Study Of Advertising Slogans As Media Between Advertisers And Audience Under The Framework Of Relevance Theory

With the rapid development in international trade and information exchange, advertising is becoming more prosperous than ever before and it is playing an ever-increasing role in promoting products and enhancing their competitiveness.As an important part of an advertisement, the slogan can attract audience's attention and play the role of media in promoting the communication between audience and advertisers. From the perspective of pragmatics, the thesis applies the relevance theory and its notions to the analysis of how the slogan catches the attention of the audience and how it serves as the ostensive stimuli to create the optimal relevance, thus achieving the successful communication between advertisers and the audience.The principle of relevance holds that every act of ostensive communication communicates the presumption of its own optimal relevance. Based on that, the thesis summarizes that the slogans can work as ostensive stimuli and relevance optimizers in advertising communication. Furthermore, the thesis analyzes advertisers' pragmatic techniques of informative intention and communicative intention, overt and covert forms of communication.