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erpretation, discourse analysis, andrhetoric. Particularly, the research on hyperbole within relevance theory explains theprocess of how audiences receive strengthened emotion by constructing hypothesis. Onone hand, hyperbole makes use of exaggeration which is higher or lower than the level ofreal condition, which should be taken as contradiction and falsehood; on the other hand,people are willing to use and receive hyperbolic expressions to highlight a particularcharacter or emotion, which possesses great popularity and acceptability. The dominatingfactor in comprehending this confliction is a series of hypothesis produced in contextinstead of actual information.As a result, principles of relevance theory provide full theoretical foundation forhyperbole in explaining cognitive structure in English commercial advertising, which iscalled ECA for short. Many categories prove to be ideal tools in this process, for exampleostensive-inferential model, context, optimal relevance, strong and week implicatures, andso on. Relevance theory appears to be suitable to provide theoretical support to givereasonable analysis in expressing form and internal structure of hyperbole, even inpredicting its future developing tendency in English commercial advertising.

　　
　　1.2 Objective of the study研究目标
　　Hyperbole is frequently used in advertisements to convey intense emotion, as itprovides a new way for people to express themselves. To the contrast, the significance ofhyperbole in verbal communication ‘has been examined to a much lesser extent than thatof irony or metaphor’ (Nemesi, 2004: 368). Although many other figures go on to be thefocus and have been studied both academically and practically. Hyperbole, being of thesame significance in application, is still on its way to be taken little account of. However,Norrick (2004: 1730) makes detailed analysis of hyperbole and emphasizes the pragmaticcharacter of it, which has aroused a tide of multidisciplinary hyperbolic researches, suchas psychologist, pragmatics, and rhetoric. In China, a scholar Liu in Liang Dynastymentioned that each kind of expressions could not get rid of hyperbole to reach an idealeffect. We can recognize that hyperbolic words can help us reach better communicationand understanding effect. Nowadays, Shou (2005: 293) makes his own study frompragmatics which provides reasonable perspective for people to connect rhetoricphenomenon of hyperbole with practical issues. Linguists mainly focus on the rhetoricphenomenon of hyperbole, and propose their study from pragmatic, functional andrhetorical perspectives; there are few conducted with cognitive theories. This thesiscontributes to this field by analyzing the hyperbole in English commercial advertisingwhich aims to figure out:(1) Why do we choose hyperbole in communication? What is the relevance ofhyperbole?(2) How does relevance theory lead audiences to complete transitional procedure ofhyperbole? What is the cognitive mechanism of the hyperbole in English commercialadvertising according to the principles of relevance theory?(3) Which linguistic strategies are adopted in English commercial advertising? Whatare their linguistic characters respectively?These three issues are the major researching objectives of this study, which willprovide reasonable enlightenment for cognitive interpretation of hyperbole, particularly insolving practical applications, aiming to provide new viewpoint to recognize the lingui本论文由英语论文网提供整理，提供论文代写，英语论文代写，代写论文，代写英语论文，代写留学生论文，代写英文论文，留学生论文代写相关核心关键词搜索。