A Study Of Verbal Communication In Insurance Marketing Based On Relevance-Adaptation Theoretical Model

Relevance-Adaptation theoretical model is a new pragmatic mode based on relevance theory and adaptation theory. The present study firstly introduces these two theories. Next analyzes insurance marketing discourse under Relevance-Adaptation model from three aspects: relevance of discourse, adaptability of discourse and dynamic of the context. The result of the study has a mighty power to support the rationality of Relevance-Adaptation model. It also finds the verbal communication between insurance salesman and client is ostensive-inferential communication which is continually to seek relevance and adapt to relevance. In the end, the author concludes a few discourse strategies in the process of selling insurance and discusses the deep-seated causation of selecting these strategies.To some extent, the research can contribute to people's deep understanding of the Relevance-Adaptation model and the mechanism of persuading language production and interpretation; on applied respect, the study can give guidance to insurance salesman's pragmatic awareness, it also provides value to the practice of insurance marketing.The thesis mainly includes the following parts:The first part begins with the research object and looking back of scholars' researches towards insurance marketing language. The significance, the mentality, the innovation spot and the method of the study are also set out.The second part introduces the theoretical framework of the study. First of all, it is a brief introduction of the main viewpoints of relevance theory and adaptation theory. Next is the detailed introduction of Relevance-Adaptation model.The third part analyses the discourse in the process of selling insurance under Relevance-Adaptation model. It is discussed from the dimensions of relevance of discourse, adaptability of discourse and dynamics of the context. And the verbal communication mode of insurance marketing is constructed under Relevance- Adaptation model.The fourth part is a summary of the pragmatic strategies regularly used in the process of selling insurance. They are question strategy, praise strategy, story strategy, suggesting strategy, benefit strategy and common ground strategy. Finally the causes behind these strategies are also discussed.Lastly, it concludes the main views of the thesis. In addition, the author points out the limitations of the study and furthermore puts forward suggestions for improvement in the future of this topic.