application of ambiguity in english commercial advertisements

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1、ApplicationofAmbiguityinEnglishCommercialAdvertisements　　【摘要】歧?x于语言已是屡见不鲜，许多语言学家从古希腊时期就开始关注歧义。本文首要目的是通过对歧义产生的原因及其在商业广告中的应用的探索进而能够全面了解歧义。将歧义这一现象论述完整是一件不容易的事，本文尝试着找寻歧义在语言各方面的产生的原因以便我们能够真正理解其中含义。　　【关键词】歧义商业广告关联理论　　【Abstract】Ambiguityisoftenseenasacommonphenomenoninlanguage

2、.ManylinguistslaidmoreemphasisonambiguityfromtheancientGreece.ThechiefaimofthispaperistomasteracomprehensiveunderstandingofambiguityinordertoobtainadeepinsightofambiguitybyexploringthecausesofEnglishambiguityandapplicationofambiguityincommercialadvertising.Itmusthavedif

3、ficultiesincoveringallthefieldsofambiguity.ThispaperwillendeavortofindthecausesofambiguityineveryroleoflanguagessoastoreallyunderstandambiguityinEnglish.　　【Keywords】Ambiguity；CommercialAdvertisements；RelevanceTheory　　CHAPTER1Introduction　　Withtheconstantadvancementofwor

4、ldinformationizationandcommodities’economy，competitionamongenterprisesisgettingmoreintense.Thisthesisaimsatknowinghowdoesthiscomprehensiveart―commercialadvertisementscoveringlinguistics，phonics，literatureandaestheticsimpactonourlifeinanall-roundandfar-reachingway.　　CHAP

5、TER2Introductionofcommercialadvertisementsandambiguity　　2.1Introductionofcommercialadvertisements　　2.1.1Thedefinitionofcommercialadvertisements　　Sofar，somanydefinitionsofadvertisementscanbefoundinrelatedworks.However，thedefinition“Advertisingisthenon-personalcommunicati

6、onofinformationusuallypaidforandusuallypersuasiveinnatureaboutproducts，servicesorideasbyidentifiedsponsorsthroughthevariousmedia”（Liu2002：3）ruledbyAmericanMarketingAssociationhasbeenacceptedbytheinsiders.　　2.1.2Thefunctionsofcommercialadvertisements　　Therearetwomajorfun

7、ctionsexistincommercialadvertisements.Itissocialfunctionandculturefunctionrespectively.Adshavereachedalevelofhighspeed，widerangeandfrequencywhichoccupiedpeople’slifeonceforall.Soadsdohaveinfluenceonthepsychologyofrecipientsandmakechangesontheirwayofthinkingandvalueorien

8、tation.　　2.2Introductionofambiguity　　Ambiguityhasallalongarousedaheatdebate.Sowhatisambiguity？MackayandBeverma