广告商务英语模糊性的重要性分析

Abstract

Advertising may be described as the science of arresting the human intelligence long enough to get money from it. It is thus clear that advertising has played a decisive role in today’s business world. The issue of whether advertising languages are attractive and persuasive or not has became the point of attention. So thorough a comprehensive and systemically study on advertising language of commercial English can improve the understanding of advertising and think up successful English advertising. This paper briefly introduces advertising, advertising language, commercial nature and commercial role; in addition, it makes analysis on the commercial nature as follows. Through the use of standards of breakthroughs in the day-to-day behavior, commercial advertising expresses the literal meaning, at the same time highlighting its good results, and the fuzziness used which inspires the readers' thinking and imagination, attracting their attention and interest to the better-modified products. Then the thesis concludes with a brief summary of the article and points out the limitations of the study.

Key Words: advertising English, business function, fuzziness, importance function, analysis.
 摘 要

   广告业被认为是一条通过耗尽人类智慧赚取钱财的科学之道。很明显，广告在今天的商业世界已发挥着举足轻重的作用。广告语言能否具有诱惑力和说服力已成为关注的焦点。因此对商业英语广告语言系统、全面地研究，可以提高对广告的理解，构想出成功的英语广告。论文在简短地对广告，广告语言，商业性质，商业作用进行介绍之后，主要对以下商业性质进行分析。商业广告通过使用突破日常行为的规范，使词语在表达字面意义的同时又突出其良好的效果，激发了读者的联想和想象，吸引他们的注意并提起他们的兴趣，从而对产品更好修饰。而模糊手法的使广告语言更具生动，引发读者无限的想象和联想。最后结论部分中，论文对主要概念和内容做出了总结，提出了全文的局限性。

关键字: 广告英语；商业作用；模糊性；重要作用；分析

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