本文以大家耳熟能详的仿拟构式广告作为切入点,从构式自身特点出发,阐述如何理解这些新构式的语义,此外,广告实际上就是销售者和消费者之间沟通信息的一种重要手段,是销售者和消费者之间的一种互动,因此,本文还尝试从关联理论的角度阐述仿拟构式广告所体现的关联性,旨在给广告创作者带来一定启发。 In this paper, we start with imitation-structured advertisements which are familiar to everyone. Starting from the features of the structure, we explain how to understand the semantics of these new constructs. In addition, advertising is actually an important communication between sellers and consumers Means, is an interaction between sellers and consumers, therefore, this article also attempts to explain the relevance of the imitative structural ads from the perspective of relevance theory, which aims to bring some inspiration to the creators of advertising.