Relevance Theory primarily focuses on explicating the cognitive model of ostensive-inferential communication but lacks an operational framework for the mechanisms of construing the relevance.In contrast,Conceptual Blending Theory exam-ines conceptual blending across domains yet falls short of providing a comprehensive investigation into communicative interac-tions.This paper explores the complementarity of these two theories from a communicative perspective and constructs a Rele-vance-Integration Communication Model centered on the mechanisms of cognitive context highlighting and the communication process.Using the"Hongqi H9 car advertisement"as a case study,this study validates the explanatory power of this integrated model.The findings reveal that Relevance Theory and Conceptual Blending Theory hold the potential for complementary inte-gration.The new model effectively uncovers how multi-modal media discourses achieve optimal relevance through highlighting the ostensive information,guiding the audience in the processes of vital relation-interpretation,mapping,and blending,there-by fulfilling the informative and communicative intentions of the advertisement.This demonstrates the robust explanatory power and applicability of the new model to the ostensive-inferential processes of media communicative discourses.
Relevance TheoryConceptual Blending TheoryRelevance-Integration Communication Modeladvertising discourse
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