Abstract:

With the development of economy and the progress of science and technology, the number of cars is on the increase, and most ordinary families have one nowadays. The industry of auto is blooming. In the fierce competition of the market, an impressive advertisement, as a brand medium covering a great deal of information, plays an important role in raising the sales volume. Based on Relevance Theory, this paper is to analyze what kind of information auto advertisements are intended to convey and how it is achieved.
Therefore, it is significant to study advertisements from the perspective of Relevance Theory, this paper based on pragmatics, and focuses on the linguistic features of auto advertisements. Readers can understand advertisements better with a knowledge of the linguistic features and devices found in the auto advertisements, which can also help copywriters create more compelling advertisements by using such devices.

Keywords: auto advertisement; relevance theory; linguistic features

摘 要：

随着经济的发展和科技的进步，汽车的数量不断增加，并进入大多数平常百姓家庭。汽车市场一片欣欣向荣，在激烈的市场竞争中，广告作为是涵盖了巨大信息量的品牌传播工具，对汽车的销量起着至关重要的作用。本文根据语言学和广告学等相关学科的理论，从关联理论的视角来分析汽车广告想传递什么信息，如何传递的。
   因此，从关联角度来分析汽车广告具有研究意义。本毕业论文从语用学关联手法的角度探讨汽车广告,具体分析汽车广告的关联特征，以帮助读者更好地了解汽车广告。除此之外，通过运用关联手法对汽车广告的特征的分析，可以提高读者对广告语言的深入认识。也可以帮助广告撰写人更好的运用语言策略创造出更有说服力的广告。

关键词：汽车广告;关联理论;语言特征

1 Introduction
Currently, advertisements have entered our daily life with sustained growth in people’s living standards, so an increasing number of people are rich enough to own a car. To occupy the market, numbers of auto companies pay more attention to their advertising, because it can leave the first impression on the customer. Therefore, auto companies make great efforts in the auto advertisements language. Therefore, advertising language has also stimulated the interest of a great many linguistic scholars. Duan Hong has put forward the concept of the advertising from the rhetoric aspect; Wu Zhongming studies it from translation. And Zhuang Meiying studies it from the view of The Memetics. Other scholars study it from perspectives of vocabulary, rhetoric, grammar and so on. However, studies of auto advertisements from Relevance Theory are rare. Therefore, this paper analyses auto advertisements language from the perspective of Relevance Theory, which is a kind of pragmatic inference cognition process for auto advertisements. Studies of auto advertisements from this angle can help people understand them better. It can also help copywriters create more compelling advertisements by using language strategies.