consumer behavior enhancement through vague language in advertising

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1、毕业论文（设计）ConsumerBehaviorEnhancementthroughVagueLanguageinAdvertising1Introduction12Vaguelanguageandadvertising22.1Briefintroductiontovagueness22.2Advertisingaslinguisticcommunication42.3Advertisingaslinguisticchoice52.4Vaguelanguageinadvertising52.4.1Effi

2、ciency62.4.2Flexibility72.4.3Appropriateness82.4.4Persuasion93Consumerpsychologyandadvertising113.1Thecommunicationgoalofadvertising113.2Theroleofpsychologyincommunication113.3Thecommunicatorsinadvertisingcommunication124Vaguelanguageinadvertisingandconsu

3、merpsychologyandconsumerbehavior134.1Consumerpsychologyandconsumerbehavior134.1.1Pursuingfreshness134.1.2Pursuingbrand144.1.3Curiosity144.1.4PsychologicalSynchronization144.1.5Pursuingforthebeauty154.1.6Seekingbargain154.2Vaguelanguageandconsumerpsycholog

4、yandbehavior164.2.1.Stimulatingconsumer’smotivation164.2.2.Stimulatingconsumer’spurchasedesire174.2.3.Changingtheconsumer’sattitudes184.2.4.Inspiringtheconsumer’simaginationandemotionalexperience.205Conclusion22References2223毕业论文（设计）1IntroductionSinceprof

5、essorLofti.ZadehintheUnitedStatesputforwardthe“fuzzysets”theoryin1965,manystudieshavebeenconductedonthevaguenessandaseriesofrelevantfrontierbranchesofvaguenesshasemergedinsuccession.Infact,theprocessofusinglanguageisanactiveprocessinwhichspeakersandhearer

6、sconstantlyhavetomakechoicesoutofvariables.Theuseofvaguelanguageinadvertisingiscloselyrelatedtopsychologicalfactorsthatinfluencethecommunicator,andthestudiesrelatedtoconsumerbehaviorindicatethatconsumer’spsychologydirectlyinfluencesconsumerbehavior.Thewid

7、euseofvaguelanguageinadvertisinghaspromptedavastmassofresearch,amongwhichmanyresearchershavestudiedthepragmaticfunctionsofvaguelanguageinadvertisingfromlanguagelevel.thesestudieshavemadegreatcontributiontotheresearchofvaguelanguageinadverting.However,they

8、oftenhaveneglectedoneimportantaspect----consumer’spsychology.Basingonthisbackground,thisthesisistodemonstratetheuseofvaguelanguageinadvertisingandtheconsumerbehaviorenhancementthroughvaguelanguageinadvertising.2Vagu