从语用学角度分析模糊语在广告中的应用_英语论文

On the Application of Vague Language in Advertising from the Perspective of Pragmatics

摘要

随着经济发展和科技的进步，广告在我们的生活中占据了越来越大的比重，成为了我们生活的重要的一部分。广告商诉诸于各种手段宣传产品或服务，其中模糊语言的使用就是一种十分有效的手段。模糊语言没有明确界限，所包含的信息量大，具有含蓄性、委婉性、暗示性和灵活性，在广告英语中的使用能增强广告的感染力和诱惑力，增强消费者的购买欲。 

模糊语言拥有丰富的语用特点。本文以语用学为入手点，借助格赖斯的“合作原则”和利奇的礼貌原则，进行大量举例，对具体广告中的模糊语言的使用展开研究，并在合作原则和礼貌原则的理论框架下分析模糊语言在广告中如何实现其语用功能。模糊语言的合理运用可以吸引消费者注意力，为广告带来积极的宣传作用。

通过从语用学角度分析广告语言中的模糊语，一方面可以帮助消费者和英语学习者更深入更全面地理解广告语言的丰富内涵；另一方面也为广告撰写者提供了有益的借鉴以更好地应用模糊语言，促进其产品和服务的宣传。

关键词：语用学；合作原则；礼貌原则；广告；模糊语

Abstract

Along with economic development and the progress of science and technology, advertising occupies larger and larger proportion and has become an important part of our life. Advertisers resort to all kinds of means to promote products or services, among which, the application of vague language in advertising is very effective. There are no clear boundaries in vague language, therefore vague language contains large amount of information. Moreover, vague language is reserved, tactful, implicit and flexible. The use of vague language in advertising can enhance the appeal of advertisements and strengthen the buying inclination of consumers.

Vague language has rich pragmatic characteristics. Based on pragmatics, with the aid of Grics’s Cooperative Principle and Leach’s Politeness Principle, this thesis explores the application of vague language in specific advertisements and analyses how vague language implements its pragmatic functions. Finally, this thesis finds a reasonable use of vague language can attract consumers’ attention and has positive effects on advertising.

Through the study, the analysis of vague language in advertising can not only help consumers and English learners have a deeper and more comprehensive understanding of advertising language, but also provide useful reference for ad-writers so as to promote their products and services.

Key words: pragmatics; Cooperative Principle; Politeness Principle; advertising; vague language