摘要

    蓄意歧义是对话中的任意一方巧妙地利用某种语言现象，对语句所传达信息的刻意曲解，以达到其主观上特定的交际目的的一种积极的话语方式。英语广告中的“歧义”是一种常见现象。在广告中，一般认为歧义会有碍理解，但如果人们有意的加以巧妙运用，却能得到意想不到的广告效果。本文的关注点是蓄意歧义这一言语交际策略。在收集分析大量英文广告语篇的基础上举例说明了蓄意歧义在广告文本中的主要实现形式及作用，研究其产生的美学效应，让人们深一步了解蓄意歧义，从而逐渐消除对它的偏见，另一反面，也可以促进蓄意歧义的更好发展。

关键词：蓄意歧义； 英语广告； 实现形式； 美学效应

Abstract

    Intentional ambiguity means a positive mode of discourse that any one of the dialogues can skillfully use a linguistic phenomenon to distort the sentence’s information and achieve the communication goal that he or she wants. Ambiguity is a common phenomenon in English advertisements. It is generally believed that ambiguity can be understood in the English advertisements, but if ambiguity is used properly, it can perform unexpected functions. The focus of this thesis is about intentional ambiguity, the verbal communication strategy. The thesis tries to explain the main realizing patterns and effects of intentional ambiguity on advertisements, and at the same time will research its aesthetic effects to draw people's attentions, only in this way will let the people further understand the intentional ambiguity and eliminate the prejudice to it, on the other hand, it can promote the better development of intentional ambiguity.

Key words: intentional ambiguity; English advertisements; realizing patterns; aesthetic effects