广告英语的模糊性探析

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1、广告英语的模糊性探析[Abstract]Advertisingmaybedescribedasthescienceofarrestingthehumanintelligencelongenoughtogetmoneyfromit.Itisthusclearthatadvertisinghasplayedadecisiveroleintoday'sbusinessworld・Theissueofwhetheradvertisinglanguagesareattractiveandpersuasiveornothasbecamethepointofatte

2、ntion.SothoroughandtheoreticalstudiesonlanguagefeaturesofEnglishadvertisinghelpsimproveboththeunderstandinganddesigningofsuccessfuladvertisements・Afterabriefintroductiontoadvertising,advertisinglanguage,fuzzinessandfuzzylinguistics,thethesisisfocusedonthelinguisticrealizationsof

3、fuzzinessinadvertisingEnglishfromthefollowingtwoperspectives:thesema.nticrealizationandrhetoricaldevices・Inthesemanticanalysis,fuzzyqualifiers,numericalfuzzyquantifiers,fuzzyverbs,descriptiveadjectivesandsymbolsandabbreviationsareanalyzedtorevealfuzzynaturethatareusedbyadvertise

4、rstoachievetheirpersuasiveends・Whileintherhetoricaldevices,punning,metaphors,andeuphemismwhichmakelanguagemorevividandcreatemoreboundlessassociationandimaginationarediscussed・Thenthethesisconeludeswithabriefsummaryofthearticleandpointsoutthelimitationsofthestudy.[KeyWords]advert

5、isingEnglish;fuzziness;semanticandrhetoricalanalysis【摘要】广告业被认为是-条通过耗尽人类智慧赚取钱财的科学之道。很明显，广告在今天的商业世界已发挥着举足轻重的作用。广告语言能否具有诱惑力和说服力已成为关注的焦点。因此对英语广告语言系统、全面地研究，可以提高对广告的理解，构想出成功的英语广告。论文在简短地对广告，广告语言，模糊性和模糊理论进行介绍之后，主要对以下两种模糊实现形式进行分析。一、语义模糊。这一类广告通过使用模糊限制词、模糊数量词、模糊动词、修饰性形容词以及符号和缩略语等具备模糊性的语言来突

6、破日常行为的规范，使词语在表达字面意义的同时又暗示其多重含义，形成词语含义的未定性，激发了读者的联想和想象，吸引他们的注意并提起他们的兴趣，从而对广告本身的说服力起增强作用。二、修辞格（双关、暗喻、委婉语）的使用，使广告语言更具生动，引发读者无限的想象和联想。最后结论部分中，论文对主要概念和内容做出了总结，提出了全文的局限性。【关键字】广告英语；模糊性；语义和修辞分析1.IntroductionWiththerapiddevelopmentoftheworldeconomyandglobalization,advertisinghasplayedavi

7、talroleinpromotingsales,providingservicesandbuildingimages・BasedonthefactthatChinaremainslaggingbehindthewestinbothphysicalattractionandpersuasivenessinadvertising,thoroughandtheoreticalstudiesonthelanguageofadvertisinghavebecomeanurgentneed・Inourdailylife,fuzzylanguagehasbeenem

8、ployedincommunicationonvariousoccasions?negotia