文档介绍：学科分类号 0502
本科学生毕业论文(设计)
题目(中文): 模糊语在广告中的应用及其功能
(英文): On the Application of Vague Language in Advertisement
and Its Functions
姓名郑欢
学号 200804001221
院(系) 湖南科技学院外国语言文学系
专业、年级英语专业2008级
指导教师刘腊梅教授
2012年 5月10日
On the Application of Vague Language in
Advertisement and Its Function
by
Zheng Huan
supervised
by
Professor Liu Lamei
submitted
to
The Foreign Languages Department
In partial fulfillment of the requirements
for the degree of
Bachelor of Arts
in the subject of
English Linguistics
Hunan University of Science and Engineering
Yong Zhou, Hunan
May, 2012
Introduction
Nowadays advertising plays an important role in today’s business world and it has rated every corner of our life. Advertising promotion needs clear intention and precise information, however, vague language is widely used in ads. Actually, vagueness is an intrinsic feature of natural languages, it has been everywhere in our daily language use. It is the very vagueness that enriches our daily language and enables us to realize different pragmatic effects under different circumstances. And on many occasions, advertisers will choose vague language in ads in order to give consumers strong suggestion and achieve persuasiveness.
This paper discusses vague language used in advertisement. It posed of three parts. The first part serves as a brief introduction to vague language. Vague language refers to a special language with uncertain denotation and non-specific connotation. Compared with precise language, vague language possesses greater generality and flexibility, which mainly reflect in the denotation of the language. Part two, composed of two sections, focuses on the use of vague language in ads with the help of examples. The first section analyses the reasons for the existence of vague language from three perspectives: language itself, advertisement and human’s thinking ability, and the second section demonstrates
the realization of vagueness in ads, by way of differen