模糊限制语概念及在英语广告中的应用_模糊语_Hedges__Hedgings_in_English_advertisements课件.ppt

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1、OnHedginginAdvertisingEnglish广告英语中模糊限制语研究April2011刘玉峰.广告英语中模糊限制语研究OnHedginginAdvertisingEnglish.(Unpublishedessay,HebeiNormalUniversity,2007.)ContentⅠ.Introduction1.ClassificationofHedge2.PragmaticFunctionsofHedgeⅡ.TheApplicationofHedgesinEnglishAdvertisementsⅢ.ConclusionⅣ.Implica

2、tionⅤ.LimitationIntroduction1.In1965,LoftiA.Zadeh,aprofessorofCaliforniaUniversity,publishedanarticle"FuzzySets"inthejournalInformationandControl.2.InfluencedbyZadeh,G.Lakofffirstintroducedthenotion“hedge”inhisarticleHedges:AStudyinmeaningcriteriaandthelogicoffuzzyconceptsin

3、1972.3.Itwasstudiedfromtheangleofsemanticin1970s;andthenshiftedtosociallinguistics,pragmatics&discourseanalysis,andtextanalysis.4.Inrecentyears,thestudyof“hedge”hasbeengreatlyenrichedinthecontent,angleanditstheory.DefinitionG.Lakoffin1972:“awordorphrasewhosejobistomakethingsf

4、uzzierorlessfuzzy”Examples:a.John’sfeetwereblue.b.John’sfeetweresortofblue.c.IthinkJohn’sfeetwereblue.Moreexamples:1.I’mkindofgladthatIdidn’twin.2.Westayedthereforalmostaweek.3.Ithinkshehastheabilitytofulfillthetaskontime.4.Itissaidthatthesportmeetingwillbeheldsomedaynextmonth.Cla

5、ssification(byPrinceetal)Hedge(模糊限制语)ApproximatorShield（变动型模糊限制语）（缓和型模糊变动语）adaptorrounderplausibilityattribution（程度变动型）（范围变动型）（直接缓和型）（间接缓和型）ApproximatorsApproximatorsareusedtomakesomeadaptationofthepropositionalmeaningtosomeextentsoastomaketheinterpretationclosertothefactorusedtog

6、ivearangeorlimitthemeaningtoacertainscope.Approximatorsaffecttruthconditionsofproposition,includingexpressionssuchaskindof,alittlebit,about,andsoon.Adaptor(e.g.kindof,sortof…)ApproximatorRounder(e.g.about,around…)Approximators－adaptorAdaptorsrefertothosethatcanmodifythedegreeofan

7、utterance;Adaptorscanrevealthetruthdegreeofutterance.(i.e.kindof,sortof,alittlebit,some,somewhat,almost,tosomeextent,moreorless,quite,really,entirely,etc.)Approximators－adaptorsExamples:1.Hisfeetweresortofblue.(Hisfeetwerenotexactlyblue.)2.Thecarhithimonhisleftside,andsortofgraze

8、doffthecarandfelltotheground.(Hed