军品广告在对外军事贸易中发挥了重要影响,而作为其第一要素的注意力吸引手段起着非常重要的作用。同时,作为一种明示交际,军品广告可以根据关联理论加以分析。本文从关联理论、特别是最佳关联假设的两大语用后果出发,对西方军品广告进行了研究,证明了其对军品广告注意力吸引手段的解释力。 Military advertising has played an important role in foreign military trade, and attention attraction as its primary factor plays a very important role. At the same time, as an explicit communication, military advertisements can be analyzed according to the related theory. Based on the two pragmatic consequences of relevance theory, especially the optimal relevance hypothesis, this dissertation studies western military products advertisements and proves their explanatory power of attracting attention to military advertisements.