Relevance theory and its application to advertising interpretation

Abstract

Relevance theory is a new way which attempts to show the nature of communication. Based on the classic code-model and Grice's inferential model, relevance theory holds "every act of ostensive communication communicates the presumption of its own optimal relevance." With the interpretation of advertising in the frame of relevance theory, this thesis shows advertising communication is ostensive-inferential. © 2013 ACADEMY PUBLISHER Manufactured in Finland.