广告英语中的模糊现象分析的论文语言文化论文.docx

广告英语中的模糊现象分析的论文语言文化论文.docx

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广告英语中的模糊现象分析的论文语言文化论文

广告英语中的模糊现象分析的论文

语言文化论文

[abstract]advertisingmaybedescribedasthescienceofarrestingthehumanintelligencelongenoughtogetmoneyfromit.itisthusclearthatadvertisinghasplayedadecisiveroleintoday’sbusinessworld.theissueofwhetheradvertisinglanguagesareattractiveandpersuasiveornothasbecamethepointofattention.sothoroughandtheoreticalstudiesonlanguagefeaturesofenglishadvertisinghelpsimproveboththeunderstandinganddesigningofsuccessfuladvertisements.afterabriefintroductiontoadvertising,advertisinglanguage,fuzzinessandfuzzylinguistics,thethesisisfocusedonthelinguisticrealizationsoffuzzinessinadvertisingenglishfromthefollowingtwoperspectives:

thesemanticrealizationandrhetoricaldevices.inthesemanticanalysis,fuzzyqualifiers,numericalfuzzyquantifiers,fuzzyverbs,descriptiveadjectivesandsymbolsandabbreviationsareanalyzedtorevealfuzzynaturethatareusedbyadvertiserstoachievetheirpersuasiveends.whileintherhetoricaldevices,punning,metaphors,andeuphemismwhichmakelanguagemorevividandcreatemoreboundlessassociationandimaginationarediscussed.thenthethesisconcludeswithabriefsummaryofthearticleandpointsoutthelimitationsofthestudy.

[keywords]advertisingenglish;fuzziness;semanticandrhetoricalanalysis

【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。

WwW..Com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，模糊性和模糊理论进行介绍之后，主要对以下两种模糊实现形式进行分析。

一、语义模糊。

这一类广告通过使用模糊限制词、模糊数量词、模糊动词、修饰性形容词以及符号和缩略语等具备模糊性的语言来突破日常行为的规范，使词语在表达字面意义的同时又暗示其多重含义，形成词语含义的未定性，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，从而对广告本身的说服力起增强作用。

二、修辞格（双关、暗喻、委婉语）的使用，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；模糊性；语义和修辞分析

1.introduction

withtherapiddevelopmentoftheworldeconomyandglobalization,advertisinghasplayedavitalroleinpromotingsales,providingservicesandbuildingimages.basedonthefactthatchinaremainslaggingbehindthewestinbothphysicalattractionandpersuasivenessinadvertising,thoroughandtheoreticalstudiesonthelanguageofadvertisinghavebecomeanurgentneed.

inourdailylife,fuzzylanguagehasbeenemployedincommunicationonvariousoccasions’negotiationandpublicspeaking.thoughmanylinguistshavebeenexploringfuzzytheoryandfuzzylinguisticsheavily,theunderstandingoffuzzinesshasn’tbeensatisfactoryandperfect.asanotwell-establishedregister,advertisingenglishhasitsuniquefeaturescomparedwithenglishforotherpurposes.fuzzinessfunctioninadvertisingenglishplaysapositiveroleinhumancommunication.

throughlinguisticrealizationsoffuzzinessinadvertisingenglishfromsemanticangletorhetoricaldevicesinthetext,thepurposeofthepaperistomakepeopleequipwithabettermanipulationoffuzzyadvertising,soastopreparethemforproducingmoresuccessfuladvertisements,thenarousingpeople’sinterestinads,stimulatingpeople’sneedsofconsumption,andenticingpeopletomakepurchaseinproducts.

2.generalideasofadvertisinganditslanguage

whatisadvertising?

whatdoesadvertisingoriginatefrom?

whydoesitcomeintobeing?

whatisitslanguagelike?

thefollowingisgoingtoexplainthem.

2.1 thedefinitionanddevelopmentofadvertising

inetymologicalstudies,theword“advertise”inmiddleenglishisspeltas“advertisen”meaning“tonotify”andinoldfrenchas“advertir”or“advertises”.wefindtworecordshavethesameexplanationof“tonotice”.furtherstudiesrootedoutitsorigininlatinas“advertere”,meaning“ameansusedtodrawattentionfromthepublictosomethingandleadthemtosomedirection”.[1]nowadays,thescholarsfromdifferentcountriesholddifferentopinionsabouttheexplanationofadvertising,butremainingthesimilarmeaningbasically.anexplanationiswidelyacceptedbyamericanmarketingassociationasfollowing:

advertisingisthenonpersonalcommunicationofinformationusuallypaidforandusuallypersuasiveinnature,aboutproducts,servicesorideasthroughthevariousmedia.[2]

itisnotdifficultforustofindoutfourcomponentsofadvertisingfromtheexplanationabove.

first,advertisingisdirectedtothegeneralpublicratherthanindividuals.

second,theinformationconveyedbyadvertisingcanbecommercialornon-commercial.（commercialadvertisingseeksprofits,whilenoncommercialadvertisingsponsoredbygovernmentornonprofitorganizationsisusedtopublicizetheorganization,seekdonationsorcallforsomeactionsbeneficialtosociety.）

third,advertisingreachesusthroughachannelofcommunicationreferredtoasamedium,suchas:

tv,radio,newspapers,magazinesandsoon.

fourth,anyadvertisingislaunchedbyidentifiedsponsorsororganizationswithagivenpurpose,eithercommercialadvertisingorpublicinterestsadvertising.

indeed,advertisingistheresultofhighdegreeofdevelopmentofcommodityeconomy.inordertomaketheirgoodssellwell,tradesmanandmerchantstriedeverymeanstotriggertheconsumerstobuytheirproducts.henrysampsondescribedthebeginningofadvertisinginhisworkhistoryofadvertisingasbelow:

thereislittleaboutthatthedesireamongtradesmenandmerchantstomakegoodtheirwareshaveanexistencealmostaslongasthecustomsofbuyingandselling,anditisbutnaturedtosupposethatadvertisementsinsomeshapeorformhaveexistednotonlyfromtimeimmemorial,butalmostforalltime.[3]

untilnow,withtherapiddevelopmentoftheworldeconomyandtheaccelerationofglobalizationprocess,advertisinghasplayedaveryimportantroleintoday’sbusinessworld.advertising,withitspersuasivefunctionandtakingactionfunction,helpsabusinesstocreatetheproductsandcorporateidentities,notonlyrealizethedevelopmentofthebusiness,butalsoincreasethevalueofitsgoodwill,andwintheconfidenceoftheconsumers.

2.2 featuresofadvertisinglanguage

sincetheadvertisingaimsatdrawingattentionfromthepublicandleadingthemtosomedirection,andthusthelanguageofadvertisingislanguagethatisusedineffortstopersuadeorotherwiseenticepeopletopurchaseproductsorservices.tofflerinhisfutureshockapproachesthelanguageofadvertisingasalanguageoffinelyengineered,ruthlessly,purposefulmessages,intendingtotriggeraspecialresponsefromtheconsumers.thispointofviewisechoedbylinguistpetertrudgill,whosaid,“thewordingofadvertisementsis,inmostcases,carefullycraftedtomeetparticularends.sometimesitisintendedtoinform,butmoreoften,andmoreimportantly,topersuadeandinfluence.”[4]davidogilvyalsosaid,“everywordinthecopymustcount,advertisewhatisunique.”[5]

inotherwords,theultimategoalofadvertisingistosell.thus,advertisementsmustbepresentedwithatypeoflanguagethatispersuasiveinnature,concise,vivid,visual,andwithemotionandappeal,thatis,thelanguageofadvertisingconveysthemostcomplicatedmeaningwiththesimplestlanguageandisloadedwithpersuasiveintentionsforsalespromotionorotherpurposes.

lookatanexample:

“romantic,mysterious,italian”.threeadjectivesareputtogether,conciseandsprightly,givingexpressiontodeepconnotation.anotherexample“bigthrills,smallbills”.thisisanadvertisementsponsoredbythetaxicenter.anyoneenjoystheexcitementtothelargestextentaslongaspayingthelessmoney.theword“big”standsintotalcontrasttotheword“small”,theendsyllableoftheword“thrills’and“bills”remainssame,whichcreatesasenseofrhythm.thecasesbelowalsoexplaintheideasabovewell.

（1）lookagain.alifetimeofperfectcoordination.（customeyesfromrevlon）

（2）letthenewyorktimesfindyou.

（3）thebenefitofforesight,theworldin1993.

（4）somuchflavorthatyou’llnevermissyourhigh“tarcigarette.”[6]

3.fuzziness

   fromtheadvertisementsinsection2.2,wecaneasilyfindthatsomeunclearandvagueexpressionsexistinthelanguageofadvertising.andthefollowingisgoingtomakeabriefintroductionaboutfuzziness.   

inourdailylife,howmanyhairsmustamanlosebeforeheisdeterminedtobebald?

howmanysecondsmakeupa“moment”?

howmuchmoneydoyouhavetoearntobe“rich”?

whenisapileofsandaheap?

weallagreethatonegrainofsandisnotaheapbutthatamilliongrainsisaheap.somewhereinbetweenthepilemustchangefrom“non-heap”to“heap”.theseindeterminateconceptsarehardtologicallydefine,andusuallyarechanged,asthevariationoftime,placeandpeoplegroups.forexample,“sheisaprettygirl.”maybeweneednottoknowhowbeautifulsheis,justinordertoconveyusefulinformation“sheispretty.”thus,vaguestatementsareprovidedwhereamoreprecisestatementiscalledforsometimes.mostimportantly,humansseemtobeabletocommunicatequitewellusingvagueterms.

paultherousevertrenchantlysaid,“languageisdeceptive,andthoughenglishissubtle,italsoallowsacleverpersonwithonealerttotheambiguitiesofenglishtoplaytrickswithmockprecisionandtocombinevaguenesswithpoliteness.englishisperfectfordiplomatsandlovers.”lakoffinhisworkalsosaid,“someofthemostinterestingjobistomakethingsfuzzierorlessfuzzy.”[7]indeed,accuracyanddeterminacyoflanguageoccursintheextreme,whileuncertainandinaccuratelanguageisoftenfoundhereandthere.justbasedontheexistenceofuncertainobjectsandvagueideas,fuzzylanguagecameintobeing.inspiteoftheunclearness,weseldomchallengethespeakertoanexactexplanationofthesubjectinquestionsincetheseexpressionsareunderstandableand