从合作原则看英语广告中模糊语言的运用及解读【毕业论文】

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1、（20__届）本科毕业设计从合作原则看英语广告中模糊语言的运用及解读AStudyofApplicationandDecodingofVagueExpressionsinEnglishAdvertisingfromthe英语摘要广告是一种非常重要的信息交流手段，它对人们的消费观产生了很大影响。当代社会中，模糊语言在英语广告中普遍使用。这是广告人为了达到某些目的而故意使用的宣传手段——说服顾客相信他们产品的真实性及效果，而使他们最终购买这种产品。本文从格莱斯的合作原则来解读英语广告中模糊语的使用效果。广告

2、作为一种顾客与商家之间的特殊交流形式，理所应当遵循合作原则。但在很多种情况下，广告人不遵循合作原则，恰恰是有意违反来达成目的。这就需要广告商把握一定的尺度，这样才不会欺骗消费者。而消费者也应当正确解读广告中的模糊现象，从而进行有选择的理智消费。关键词：英语广告；模糊语言；合作原则；遵循合作原则；有意违反合作原则；正确解读IIAbstractAdvertisingisaveryimportantwayofcommunication,whichhasgreatinfluenceonpeople'svalu

3、eofconsumption.Inmodernsociety,vaguenessiswidelyusedinEnglishadvertising.Itisusedonpurposebyadvertiserstoachievesomespecificgoals—topersuadecustomerstobelieveinthetruthandtheeffectoftheirproducts,andthen,letcustomersbuytheirproductsasmanyaspossible.This

4、paperistoanalyzetheeffectsofvaguenessfromCP.Indailycommunication,weobserveCPtomakesureofregularcommunication.Ittakesforgrantedthatadvertisersshouldobservethemaxims,becauseadvertisingisaspecialformofcommunication.Undersuchcircumstances,advertisersalwaysd

5、eliberatelyviolateCPtorealizetheiraims.Advertisersshouldapplyvagueexpressionstoadvertisementsproperlysothattheywon'tcheatcustomers.Meanwhile,customersshouldlearntodecodethevaguenessinEnglishadvertisingfromtheperspectiveofCP,andpurchasegoodsrationally.Ke

6、ywords:Englishadvertisement;vagueexpressions;CooperativePrinciple(CP);observingtheCP;violatingtheCP;decodingcorrectlyContentsIIAbstractII1Introduction12LiteratureReview22.1Thedefinitionofvagueness22.2OverviewoftheStudiesonVagueExpressions33Applicationof

7、vagueexpressionsinadvertising44DecodingvagueexpressionsinadvertisingfromCP54.1ViolatingtheMaximofQuality64.2ViolatingtheMaximofQuantity74.3ViolatingtheMaximofRelevance84.4ViolatingtheMaximofManner95Conclusion10Bibliography12Acknowledgements13II1Introduc

8、tionInmodernsociety,advertisingisanimportantmethodtointroduceandpromotetheproducts.Peoplecanseeadvertisementsalmosteverywhere.TheyareonTV,onwalls,onmagazinesandsoon.Theyplayanimportantpartininfluencingcustomers'decisionswhetherto