广告英语中模糊语言的特征及语用功能

广告英语中模糊语言的特征及语用功能
摘  要

模糊语言是当代语言研究的一个热门话题，但研究者对广告英语中普遍存在的模糊语言鲜有涉及。作者尝试对模糊语言在广告英语中的运用进行初步的探讨。首先，从对模糊语言的回顾出发，对模糊语言的定义、模糊语言的特征及模糊语言在运用中的优缺点进行探究。然后,对广告英语中模糊语言的特点进行，涉及模糊语言的多种表现形式、图文配合、目标确定性、模糊性和清晰性，其中多种表现形式包括使用动词表达模糊意义；使用形容词表达模糊意义；使用数量词表达模糊意义；使用名词表达模糊意义；使用副词表达模糊意义；使用陈述句和疑问句表达模糊意义和使用省略句表达模糊意义。最后，文章对模糊语言在广告英语中的语用功能、信息功能、自我保护功能、交际功能和幽默功能进行了系统的分析。

关键词：模糊语言, 广告英语，特点，语用功能

Characteristics and Pragmatic Functions of Fuzzy Language in Advertising English
 

ABSTRACT

Fuzzy language is a hot topic in modern linguistic study, but few scholars have done research on fuzzy language in advertising English. The author attempts to probe into the application of fuzzy language in advertising English. Firstly, according to an overview of fuzzy language, the paper introduces the definition of fuzzy language, the features of fuzzy language, advantages and disadvantages in usage of fuzzy language. Secondly, it analyzes the characteristics of fuzzy language in advertising English, focusing on its various representations, verbal-visual coordination, definitive goals, fuzziness and clarity. Various representations include: using verbs to express fuzzy meanings; using adjectives to express fuzzy meanings; using numeral-classifiers to express fuzzy meanings; using nouns to express fuzzy meanings; using adverbs to express fuzzy meanings; using declarative sentences and interrogative sentences to express fuzzy meanings and using elliptical sentences to express fuzzy meanings. Finally, it analyzes the pragmatic functions of fuzzy language in advertising English, including its informative function, self-protection function, communicative function and humorous function.

Key words: fuzzy language, advertising English, characteristics, pragmatic functions

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