This paper mainly analyzes the cognitive processes of new words in linguistic communication, which proves the use and understanding of new words should abide by the principle of optimal relevance.
重点分析交际中的新词新语的认知过程，说明语言交际中新词新语的使用和理解遵循着语用原则：最佳关联原则。
Advertising translation by the flexible, can the relevance principle of relevance theory, as the theory basis to the optimal relevance for translation goal.
广告翻译中的变通，可以以关联理论中的关联原则为理论依据，以最佳关联为翻译的目标。
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