英语广告中模糊语的语用分析——以《读者文摘》为例
包含诸多商业信息的广告，其产生的主要目的就是为了促进消费者的购买某一产品或服务。实现这一目的的有效方式之一便是使用模糊语，因此模糊语在广告中随处可见。期刊广告不同于电视、网络等形式的广告可以配上音乐、动画以吸引消费者的眼球，因此对期刊广告英语来说, 要很好地发挥劝导性的作用，语言的使用显得极为重要。本文以2012年《读者文摘》中关于食品和饮料的广告为研究对象，旨在分析英语广告中模糊语的使用和语用功能。
本文从语用学角度对期刊广告英语进行了分析，通过数据收集与分析，发现模糊语在期刊英语广告中主要运用在词汇和句法层面。词汇层面多使用描述性形容词、模糊数词和量词，句法层面则常见比较级和最高级、省略句等。在语用功能上模糊语的使用符合顺应理论，合作原则和礼貌原则。
本文通过实例分析，对期刊广告中模糊语进行了分类和分析，有利于提高广大消费者对广告中模糊语的认识, 加强商界人士合理运用模糊语的意识。
关键词: 语用分析，模糊语，英语广告
Pragmatic Analysis of Vagueness in English Advertising:
Taking Reader’s Digest as an Example
Abstract
With a lot of commercial information, advertising aims to persuade consumers to purchase certain goods or service. One of the effective ways to achieve this aim is to use vague expressions in adverting. Thus, vague language is very common in advertisements. Unlike advertisements in TVs or on the Internet, journal advertisements cannot take advantage of sound or motion pictures. So in order to catch the consumers’ eyes and drive them to buy, the usage of language is very important. Based on the advertisements about food and drinks in Reader’s Digest published in 2012, this paper mainly analyzes and discusses vague language from the perspective of pragmatic function.
This paper analyzes advertisements from a pragmatic perspective. On the basis of data collection and analysis, it is found that vagueness is widely applied in two aspects: lexical level and syntactic level. Descriptive adjectives and blurring numerals, as well as quantifiers are usually used in lexical level. In syntactic level, comparatives and superlatives, ellipsis and indirect speech acts are frequently used. As for the pragmatic function, the usage of vagueness is adapted to adaptation theory, cooperative principle and politeness principle.
By analyzing the advertisements in Reader’s Digest, this paper classifies the vagueness in English advertising. It is hope to help consumers to have a clearer understanding of vagueness in English advertising and let business people better use vagueness.
Key Words: pragmatic analysis, vagueness, English advertising
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