Abstract

Accompanied with human beings’ communication, humor was, and still is playing an important role throughout our history. Since not every advertisement can get its audience understand its implied humor, it is important to narrow the gap between the sense of humor that the advertisements intend to convey and the limit of cognition of recipients. Therefore, further studies are needed to examine the factors that might affect consumers’ understanding of the advertisements.
This paper will further explore the application of the Cooperative Principle and Relevance Theory in advertisements based on the previous studies. The purpose of this paper is to enhance the influence of humor language in advertisements by combining advertisement humor with potential customers’ interpretation paths.
With further analysis goes on based on the two theories referred to above, deeper perception about how these two theories are applied in advertisements is established. This paper showcases the major elements which influence on the effective and efficient transmits of sense of humor from advertisements to audience.

KEYWORDS:Cooperative Principle; Relevance Theory; humor; advertisement

摘　要

幽默在人类交际中应运而生，在人类历史中一直伴着重要角色。在广告领域，并不是所有广告都能有效地将其幽默传达给受众。所以，减小广告幽默的传达和受众理解幽默间的缺口至关重要。本片论文在前人研究的基础上探究合作原则和关联理论在广告中的运用，致力于构建较为全面、形象的人类交际中的幽默传达接收模式。
本篇论文将深入分析研究合作原则和关联理论之间的联系以及在广告幽默传达和受众接收这两个过程中的运用，从而挖掘出影响幽默信息有效传递的主要因素，提高幽默信息的有效传达率。

关键词:合作原则；关联理论；幽默；广告

Introduction
Accompanied with human beings’ communication, humor was, and still is playing an important role throughout our history. A person without a sense of humor is like a wagon without springs, having to get jolted by every pebble in the road. And this is also the case for advertising. Till now, there have generated several studies about the generation of humor. All those studies cover comprehensive areas, ranging from facial expressions to the use of language. Here, this part focuses on relative studies in the generation of English humor to further researches in the application of humor in advertisement language.