A Study of Pragmatic Vagueness in Chinese and English Food Advertisements from the Perspective of Adaptation Theory_英语论文

摘要

模糊性是语言的自然属性，广告语作为一种特殊的语言也存在着模糊性。近年来，随着食品广告的日益增多，其语用模糊现象也频繁出现，模糊语言凭借其灵活性和不确定性，使语言表达更加得体，有效地促进了消费。食品广告中的语用模糊大都遵循了顺应性原则。顺应论是由Verschueren提出，他认为语言使用是不间断的、受内外因素影响的过程。使用者能选择不同且合适的语言是因为语言的多变性、商讨性和顺应性。

基于这个理论，本文以中英食品广告为例，从不同层次分析中英食品广告中的模糊现象，总结其模糊性的语用功能，并重点探讨食品广告如何利用语用模糊从食品营养、信誉度、味道、低廉价格、个性时尚、社会地位等方面顺应人的心理世界和社交世界。

关键词: 食品广告；语用模糊；顺应论

Contents

Acknowledgments Ⅰ

Abstract Ⅱ

摘要 Ⅲ

Chapter One Introduction 1

1.1 Advertising and Food Advertising 1

1.2 Vagueness and Pragmatic Vagueness 1

1.3 Thesis Structure 3

Chapter Two Literature Review 3

Chapter Three Linguistic Analysis and Pragmatic Functions of Vagueness in Food Advertisements 4

3.1 Linguistic Analysis 4

3.1.1 Sound Level Analysis 4

3.1.2 Lexical Level Analysis 5

3.1.3 Syntactic Level Analysis 6

3.2 Pragmatic Functions of Vagueness 7

3.2.1 Enhancing Memory Value 7

3.2.2 Strengthening Flexibility 7

3.2.3 Bringing Rhetorical and Aesthetic Effects 7

Chapter Four Adaptability of Pragmatic Vagueness in Food Advertisements 8

4.1 Adaptation to Mental World 8

4.1.1 Adaptation to Needs for Nutrition 8

4.1.2 Adaptation to Needs for Credibility 8

4.1.3 Adaptation to Needs for Flavor 9

4.1.4 Adaptation to Needs for Low price 9

4.2 Adaptation to Social World 10

4.2.1 Adaptation to Needs for Personality and Fashion 10

4.2.2 Adaptation to Needs for Social Status 10

Chapter Five Conclusion 12

5.1 Main Findings 12

5.2 Limitations 12

References 14