廣告英語中的模糊現(xiàn)象分析

1、廣告英語中的模糊現(xiàn)象分析abstratadvertisingaybedesribedasthesienefarrestingthehuanintelligenelngenughtgetneyfrit.itisthuslearthatadvertisinghasplayedadeisiverleintdaysbusinessrld.theissuefhetheradvertisinglanguagesareattrativeandpersuasivernthasbeaethepintfattentin.sthrughandtheretialstudiesnlanguagefeaturesfeng

2、lishadvertisinghelpsiprvebththeunderstandinganddesigningfsuessfuladvertiseents.afterabriefintrdutintadvertising,advertisinglanguage,fuzzinessandfuzzylinguistis,thethesisisfusednthelinguistirealizatinsffuzzinessinadvertisingenglishfrthefllingtperspetives:hesean

3、tianalysis,fuzzyqualifiers,nuerialfuzzyquantifiers,fuzzyverbs,desriptiveadjetivesandsyblsandabbreviatinsareanalyzedtrevealfuzzynaturethatareusedbyadvertiserstahievetheirpersuasiveends.hileintherhetrialdevies,punning,etaphrs,andeupheishihakelanguagerevividandreaterebundlessassiatinandiaginatinaredisu

4、ssed.thenthethesisnludesithabriefsuaryftheartileandpintsuttheliitatinsfthestudy.keyrdsadvertisingenglish;fuzziness;seantiandrhetrialanalysis【摘要】廣告業(yè)被認(rèn)為是一條通過耗盡人類智慧賺取錢財?shù)目茖W(xué)之道。很明顯，廣告在今天的商業(yè)世界已發(fā)揮著舉足輕重的作用。廣告語言能否具有誘惑力和說服力已成為關(guān)注的焦點(diǎn)。因此對英語廣告語言系統(tǒng)、全面地研究，可以進(jìn)步對廣告的理解，設(shè)想出成功的英語廣告。論文在簡短地對廣告，廣告語言，模糊性和模糊理論進(jìn)展介紹之后，主要對以下兩種模糊

5、實(shí)現(xiàn)形式進(jìn)展分析。一、語義模糊。這一類廣告通過使用模糊限制詞、模糊數(shù)量詞、模糊動詞、修飾性形容詞以及符號和縮略語等具備模糊性的語言來打破日常行為的標(biāo)準(zhǔn)，使詞語在表達(dá)字面意義的同時又暗示其多重含義，形成詞語含義的未定性，激發(fā)了讀者的聯(lián)想和想象，吸引他們的注意并提起他們的興趣，從而對廣告本身的說服力起增強(qiáng)作用。二、修辭格雙關(guān)、暗喻、委婉語的使用，使廣告語言更具生動，引發(fā)讀者無限的想象和聯(lián)想。最后結(jié)論部分中，論文對主要概念和內(nèi)容做出了總結(jié)，提出了全文的局限性?！娟P(guān)鍵字】廣告英語；模糊性；語義和修辭分析1.intrdutiniththerapiddevelpentftherldenyandglbali

6、zatin,advertisinghasplayedavitalrleinprtingsales,prvidingserviesandbuildingiages.basednthefatthathinareainslaggingbehindtheestinbthphysialattratinandpersuasivenessinadvertising,thrughandtheretialstudiesnthelanguagefadvertisinghavebeeanurgentneed.inurdailylife,fuzzylanguagehasbeeneplyedinuniatinnvari

7、usasinsnegtiatinandpublispeaking.thughanylinguistshavebeenexplringfuzzytheryandfuzzylinguistisheavily,theunderstandingffuzzinesshasntbeensatisfatryandperfet.asantell-establishedregister,advertisingenglishhasitsuniquefeaturesparedithenglishfrtherpurpses.fuzzinessfuntininadvertisingenglishplaysapsitiv

8、erleinhuanuniatin.thrughlinguistirealizatinsffuzzinessinadvertisingenglishfrseantiangletrhetrialdeviesinthetext,thepurpsefthepaperistakepepleequipithabetteranipulatinffuzzyadvertising,sastpreparethefrprduingresuessfuladvertiseents,thenarusingpeplesinterestinads,stiulatingpeplesneedsfnsuptin,andentii

9、ngpepletakepurhaseinprduts.2.generalideasfadvertisinganditslanguagehatisadvertising?hatdesadvertisingriginatefr?hydesiteintbeing?hatisitslanguagelike?thefllingisgingtexplainthe.2.1thedefinitinanddevelpentfadvertisinginetylgialstudies,therd“advertiseiniddleenglishisspeltas“advertiseneaning“tntifyandi

10、nldfrenhas“advertirr“advertises.efindtrerdshavethesaeexplanatinf“tntie.furtherstudiesrtedutitsrigininlatinas“advertere,eaning“aeansusedtdraattentinfrthepublitsethingandleadthetsediretin.1nadays,theshlarsfrdifferentuntrieshlddifferentpininsabuttheexplanatinfadvertising,butreainingthesiilareaningbasia

11、lly.anexplanatinisidelyaeptedbyaerianarketingassiatinasflling:advertisingisthennpersnaluniatinfinfratinusuallypaidfrandusuallypersuasiveinnature,abutprduts,serviesrideasthrughthevariusedia.2itisntdiffiultfrustfindutfurpnentsfadvertisingfrtheexplanatinabve.first,advertisingisdiretedtthegeneralpublira

12、therthanindividuals.send,theinfratinnveyedbyadvertisinganbeerialrnn-erial.(erialadvertisingseeksprfits,hilennerialadvertisingspnsredbygvernentrnnprfitrganizatinsisusedtpubliizetherganizatin,seekdnatinsrallfrseatinsbenefiialtsiety.)third,advertisingreahesusthrughahannelfuniatinreferredtasaediu,suhas:

13、tv,radi,nespapers,agazinesandsn.furth,anyadvertisingislaunhedbyidentifiedspnsrsrrganizatinsithagivenpurpse,eithererialadvertisingrpubliinterestsadvertising.indeed,advertisingistheresultfhighdegreefdevelpentfdityeny.inrdertaketheirgdssellell,tradesananderhantstriedeveryeansttriggerthensuerstbuytheirp

14、rduts.henrysapsndesribedthebeginningfadvertisinginhisrkhistryfadvertisingasbel:thereislittleabutthatthedesireangtradesenanderhantstakegdtheirareshaveanexistenealstaslngastheustsfbuyingandselling,anditisbutnaturedtsuppsethatadvertiseentsinseshaperfrhaveexistedntnlyfrtieierial,butalstfralltie.3untiln,

15、iththerapiddevelpentftherldenyandtheaeleratinfglbalizatinpress,advertisinghasplayedaveryiprtantrleintdaysbusinessrld.advertising,ithitspersuasivefuntinandtakingatinfuntin,helpsabusinesstreatetheprdutsandrprateidentities,ntnlyrealizethedevelpentfthebusiness,butalsinreasethevaluefitsgdill,andinthenfid

16、enefthensuers.2.2featuresfadvertisinglanguagesinetheadvertisingaisatdraingattentinfrthepubliandleadingthetsediretin,andthusthelanguagefadvertisingislanguagethatisusedineffrtstpersuadertheriseentiepepletpurhaseprdutsrservies.tfflerinhisfutureshkapprahesthelanguagefadvertisingasalanguageffinelyenginee

17、red,ruthlessly,purpsefulessages,intendingttriggeraspeialrespnsefrthensuers.thispintfvieisehedbylinguistpetertrudgill,hsaid,“therdingfadvertiseentsis,instases,arefullyraftedteetpartiularends.setiesitisintendedtinfr,butreften,andreiprtantly,tpersuadeandinfluene.4davidgilvyalssaid,“everyrdinthepyustunt

18、,advertisehatisunique.5intherrds,theultiategalfadvertisingistsell.thus,advertiseentsustbepresentedithatypeflanguagethatispersuasiveinnature,nise,vivid,visual,andithetinandappeal,thatis,thelanguagefadvertisingnveysthestpliatedeaningiththesiplestlanguageandisladedithpersuasiveintentinsfrsalesprtinrthe

19、rpurpses.lkatanexaple:“ranti,ysterius,italian.threeadjetivesareputtgether,niseandsprightly,givingexpressintdeepnntatin.antherexaple“bigthrills,sallbills.thisisanadvertiseentspnsredbythetaxienter.anyneenjystheexiteenttthelargestextentaslngaspayingthelessney.therd“bigstandsinttalntrastttherd“sall,thee

20、ndsyllableftherd“thrillsand“billsreainssae,hihreatesasensefrhyth.theasesbelalsexplaintheideasabveell.(1)lkagain.alifetiefperfetrdinatin.(usteyesfrrevln)(2)lettheneyrktiesfindyu.(3)thebenefitffresight,therldin1993.(4)suhflavrthatyullneverissyurhigh“tarigarette.63.fuzzinessfrtheadvertiseentsinsetin2.2

21、,eaneasilyfindthatseunlearandvagueexpressinsexistinthelanguagefadvertising.andthefllingisgingtakeabriefintrdutinabutfuzziness.inurdailylife,hanyhairsustaanlsebefreheisdeterinedtbebald?hanysendsakeupa“ent?huhneydyuhavetearntbe“rih?henisapilefsandaheap?eallagreethatnegrainfsandisntaheapbutthataillingr

22、ainsisaheap.sehereinbeteenthepileusthangefr“nn-heapt“heap.theseindeterinateneptsarehardtlgiallydefine,andusuallyarehanged,asthevariatinftie,plaeandpeplegrups.frexaple,“sheisaprettygirl.aybeeneednttknhbeautifulsheis,justinrdertnveyusefulinfratin“sheispretty.thus,vaguestateentsareprvidedherearepreises

23、tateentisalledfrseties.stiprtantly,huansseetbeabletuniatequiteellusingvagueters.paultherusevertrenhantlysaid,“l(fā)anguageisdeeptive,andthughenglishissubtle,italsallsaleverpersnithnealertttheabiguitiesfenglishtplaytriksithkpreisinandtbinevaguenessithpliteness.englishisperfetfrdiplatsandlvers.lakffinhisr

24、kalssaid,“sefthestinterestingjbistakethingsfuzzierrlessfuzzy.7indeed,aurayanddeterinayflanguageursintheextree,hileunertainandinauratelanguageisftenfundhereandthere.justbasedntheexistenefunertainbjetsandvagueideas,fuzzylanguageaeintbeing.inspiteftheunlearness,eseldhallengethespeakertanexatexplanatinf

25、thesubjetinquestinsinetheseexpressinsareunderstandableanduniativeenughinstases.thus,eansay,thisintrinsiunertaintyinnaturallanguageisalledfuzzinessrvagueness.thefllingtdefinitinsillhelpushavealearindffuzziness.axblakrteinhislanguageandphilsphythat“vaguenessnsistsintheexistenefbjetsnerning,hihitisintr

26、insiallyipssibletsayeitherthesyblinquestindes,rdesnt,apply.8hilerystaldefinesfuzzinessasaterderivedfratheatisandusedbyselinguiststreferttheindeterinayinvlvedintheanalysisfalinguistiunitrpattern.frexaple,severallexialites,itisargued,arebestregardedasrepresentingaseantiategrythathasaninvariantreithava

27、riable(r“fuzzy)bundary,thisallingfrflexibilityfappliatintaiderangefentities,giventheapprpriatentext.9frinstane,thebundariesfupandglassarediffiulttbedefined.invariantreithavariablebundaryhadbeetheesseneffuzzinessregnizedbystinvestigatrsinthisregard.tsuup,fuzzinessanbedefinedasanindeterinayrunertainty

28、fthebrderlinefthesubjetinquestinhilefuzzylinguistisisabranhflinguististhatstudiestheintrinsiunertaintyrvaguenessfthebrderlinefthelinguistiunitsinalanguage.4.linguistirealizatinsffuzzinessinadvertisingenglishhdesthelanguagefuzzinessfuntinintheadvertisingafterall?perhapslinguistirealizatinsffuzzinessi

29、nadvertisingenglishanbeanalyzedfrseantiasellassyntatialperspetive,trhetrialdeviesrtherareas.andthistextisfusednseantiandrhetrialrealizatinsffuzzinessinadvertisingenglish.thepurpsefthisstudyflanguagefuzzinessistraisethelevelfaarenessabutthepersuasivetehniquesexpressedintheappliatinffuzzylanguageinads

30、.4.1seantirealizatinsffuzzinesssinefuzzinessisebdiedinanyaspetsfadvertising,theartileillfusntheverbalespeiallyseantirealizatinffuzziness,inludingfuzzyqualifier,nuerialfuzzyquantifiers,fuzzyverbs,desriptiveadjetiveandsyblsandabbreviatins.thediffusedappliatinffuzzylanguageinadvertiseentisduetitsnfrity

31、iththeseantifeaturesfadvertisinglanguage.advertiseentsithfuzzylanguageaneasilyarusensuersinterestandstiulateiaginatinandassiatinfideas.hene,fuzzylanguageshrtensthedistanebeteennsuersandadvertiseents,andentiespepletakepurhase.4.1.1fuzzyqualifiersaerianlinguistgergelakffintheearly1970sfirstprpsedfuzzy

32、qualifiers,hihreferstseindeterinaterds.itqualifierstheexatdegreeftheutteraneandrestritstheprpsitininquestintaertainspe;eanhile,italsshsthespeakersdiretandsubjetiveestiatinupnthesubjetrindiretandbjetiveattitudesbythethirdparty.10suhfuzzyqualifiersarefundinadvertiseentshereandthere.exaplesfthiskindare

33、:alittle,alst,se,really,rerless,tseextent,abut,lselyspeaking,rughly,isuppse,ithink,itissaidthat,asisellknn,et.frexaple:(1)thenenkia8850,averypersnalpleasure.(2)hiquenlyseenhaveit.(hique化裝品)(3)littlendertheydntbuildarsliketheyusedt,buildingapenisdiffiultenugh.(pike)(4)extrataste,ntextraalries.(食品)ine

34、xaple1,thedegreeadverbialveryisalstipssibleteasuretheexatdegreefpersnalpleasure.eantdrathenlusinfrthesurfaeeaning.exaple2therdseeansthesetiisthepatentfthereaftheen,hihaterstthepsyhlgyfthsefashinableenhuphldnvelty.hever,serefersthanypeplepartiipateinpurhase,hihdependsnpeplesdifferentunderstanding.and

35、inexaple3trdslittleandenughrepresentthefineraftsandunusualthinkinghihtheanufaturerspentnprduingpens,leavingthereadersserfriaginatin.exaple4,dubleuseftherdextra,thedeliiusfdithdestalriesantspilyurfigure.theinfratinnveyedthrughfuzzylanguageardsiththensuptinneptfdernpeple.4.1.2nuerialfuzzyquantifiersas

36、ekn,thereareanuberfaysbeingfuzzyabutquantitiesinenglish.inpartiular,speakershavetheptinfeitheraddingsethingtapreisenuberrnubers,rusingarundnuber,rusingafuzzyquantifier.hateveraysthespeakersuse,itallexpressesanunertainandindeterinatentin.henanuberdesntrefertarealnuber,thenitisjustaniaginarynuber.this

37、isnephenenafseantifuzzinessinnuber.ifnubersareusedtrefertfuzzyeaning,thenitilllseitsnuerialeaning,butrepresentiageryeaning.11exaplesarepresentedasflling:(1)intaipei1+1+1+1+1=ne.(2)thishristassurpriseshiithadzenpresents-ayearfgq.(3)thisyearistenty,andnextyeariseighteen.thisistheysteryfbelie.(belie化裝品

38、)exaple1istheadvertiseentintaipeirldtradeenter.hyfur1equalsne,butntfur?riginallytheadvertiseentintendstentiethereadertreadthebdyquiklyandarusetheiriaginatin.theequatin1+1+1+1+1=nerealizestheshiftfrnubertiage,akingthereadersnnetfur1iththeenterfnferene,therldffie,theenterfexhibitin,andluxuryhtelintaip

39、ei.inexaple2,thephraseadzenpresentsdesntrefertarealnuber,butaniagerynuber.andinexaple3,thenuberindiatesthefuntinftheprdutsakespeplelkyunger.nletslkatnn-nuerialfuzzyquantifiers.rystalanddavyinitiatedthisnenept.theiranalysisflargestrethesfnaturalnversatindatarevealedtheusefanynn-nuerialfuzzyquantifier

40、s.englishhasagreatanyaysfquantifyingithutusingnuberfanykind.frinstane:several,ltsf,assesf,bagsf,heapsf,et.letstakeanexaple:evehiddenagardenfullfvegetablehereyudneverexpet,inapie.(食品)therdfullfattratsthereaderstthelargestextent.anyneantstaquirenutritivefdfullfkindsfvegetablefrapie.here,theuseftheexpr

41、essinfullfipliesbundlessfuzzyeaning.4.1.3fuzzyverbsthereisakindfverbsinadvertiseentthatreatesasensefintiay,andakestheadvertiseentsstrikertintheheartsfthepeple.espeiallyfrnsyllabiverbs:ake,get,have,e,lve,kn,et.inadditinteasilyaeptedbythereader,thesefuzzyverbsareflearnessanddefinitenessineaningexpress

42、in.e.g.taketshiba,taketherld.(東芝電子)12eanhile,suhtherdslk,feel,taste,sell,et.asexpresspeplessubjetiventinsandfeelings.unertaintyandindeterinayinnatureleavesthereadersuhrfriaginatin.frexaples:(1)yuanfeelthefeatureinphilipsdesign.(家電)(2)gfrit!lk,gd,feelgd.beyubest!(?安康?雜志)(3)iuldntbelieveit,untilitried

43、it!iipressed!“yuvegttatryit!ilveit!(微波爐)inexaple3,itssiplerdingandllquialdesignletthensuersfeelthereality-ansuerhhasusedtheprdutsistalkingabuttheexellenefprdutsinquality.aseriesfverbsbelieve,try,ipresseasilyinduepepleprdueastrngurgetakepurhase.arl.p.right,afauspyriter,hldsthattheserdsntnlyaviddireta

44、ndbluntexpressinbutalsinduepepletfiguretheipliatinsunderlyingtherdsspkenandthldtheastrue.hepintsutthreetypialfuzzyrdsinads,naely,help,like,virtually.“helpisappularathrdinads,hiheans,“benduivetbuthsedefiniteeffetsarentindiated.frexaple:hek.upgu(hek.up口香糖)arrythisplaguefighteralngthelpfightplagueafter

45、lunhandbeteenbrushings.linialdatashsithelpsreveplague.henyuantbrush,hisexaple,nsideringpsyhlgialphenenafhuanbeings:everyneantstbehelpedtgetridfdiffiultiesandfrustratin,theuseftherdhelpakesthensuersfeelthattheirneedsareetiththepresenefthegdrservies.basednthis,thepyritersinthensuerssuppr

46、tandhelpthesaleprtinfrtheanufaturer.“l(fā)ikeisalsafrequentlyusedathrd.itinduespepletiagineandleadsthetfeelasiftheselvesarepartiipatingintheativities,leavingtherertreateaeaningfulandfantastirld.e.g.frpreiusents,likerightafterdinner.(gdiva,ierea)4.1.4desriptiveadjetivesasekn,pyritersusuallyuseadjetivesad

47、stakedetaildesriptinandjudgentsnthequality,features,andeffetsftheprduts.frthensuers,itisdiffiulttdifferentiatebeteenbjetivedesriptinandsubjetivejudgents.basednthefuzzinessfunderstanding,pyriterstryeveryeanstakeexaggeratedplientsintheirsprdutsfrthepurpsefateringtpeplespsyhlgialneeds,andstiulatinggrea

48、turisitytakepurhase.ardingtthestatistisfrgeffreyleeh,thestfrequentlyused20desriptiveadjetives.(inrderftheirfrequeny)are:1)ne;2)gd;3)free;4)fresh;5)deliius;6)full;7)sure;8)lean;9)nderful;10)speial;11)risp;12)fine;13)big;14)great;15)real;16)easy;17)bright;18)extra;19)safe;20)rih13theserdstendtexpressi

49、ndefiniteextensin,andthelargerextensintheyhave,thefuzziertheyare.14seantifuzzinessstiulatesreadersinterestfrads,allingfrienseiaginatinandassiatin.seexaplesasflls:(1)atruelletrsite.thenlyinathfrthennisseur.(2)takeanelkattudr(手表).(3)everythingisextrardinary.everythingtepts.(artier飾品)(4)lngshts.(飄逸風(fēng)姿-連

50、衣裙).(5)gdtthelastdrp.(麥斯威爾咖啡)alladjetivesabvearelaudatryfuzzyineaning.inexaple1,itisvaluableandlassialaththatattratsalllletrs.therdnlyebdiestheextrardinaryquality.andexaple2,usingtherdnenfinespeplesthinkingandhinderspeplesabilityfdifferentiatin,butarusingasenseffreshnessandgreatsurprise.exaple3therd

51、extrardinarytellstheunusualstyleistheharfthernaent.exaple4theexpressinlnggivespepleagdsensefeleganeandfrt.andinexaple5,hineseeaningis“滴滴香濃，意猶未頸,leverrdinggdseestbediffusingthikaftertastefffee.findingunusualthrughparisnisthefrequenteansffrpyriters.inrderthighlighttheexelleneftheprduts,pyritersftenpar

52、etheirprdutsiththerprduts.itishysanyadjetiveandadverbialparativesandsuperlativesareidelyusedinads.parediththeadjetiveandadverbialtheselves,adjetiveandadverbialparativesandsuperlativesnthelargerextensin,andthefuzziereaning.eanhile,theuseftheadjetiveandadverbialparativesandsuperlativesprteselevatinfea

53、ninginads.itshuldbentedthatanyparativesandsuperlativesdnthaveanindiatedtarget,hihreatesafuzzyipressinupnthevieersandleaverfriaginatin.15seasesasflls:(1)tastesriherellerresatisfying.(real香煙)(2)sthebestayellbeyette.(3)arpaniesadeltsflaisabuttheirars.atnissan,edre-fferprf.ehaveenughevidenetarriveatanlu

54、sin:anyanufaturerstryeveryeanstadvertisetheirprdutstpangtheirpetitins,izensarealaysfndfusingsesyblsrabbreviatinstsubstitutefrertainrdsrphrases.frexaple,fr“at,nfr“and.ufr“yu,4fr“fr,2fr“tr“t,et.thesesyblsandabbreviatins,hilealledbyseasinternetgibberish,aketheinternetvabularyryptiandedi.advertisersnthe

55、internetalseplytheseexpressinstattratebvisitrs.frexaple:(1)lvefirstebsite(eyesystes.)(2)hiddenerrrsresultinrefund2yu.(refund2yu.)(3)eakefindingtysez!(ez-tys)(4)spendingtuh$nyursftare?paynthingfrnaebrandsftare.abslutelylegal.(yfreesftare.)inexaple(1),“isatually“at.buthihipressesnsuersre?fursethefrer.

56、byusinginternetgibberish,theadvertiseentntnlygivesthereadersakindfvisualshk,butalsipliesthattherearealaysbiggersurprisesaitingfrthe.eexpetre“eyesystes.than“atit.theusefnuber“2asitshphne“tinexaple(2)alsresultsingreaturisitynthepartfnsuers.andinexaple(3)advertiserssubstitute“ezfr“easyintheslganandaket

57、hebrandnae“ezdistinguishedandellreebered.thughtheprnuniatinfthetisthesae,thevisualeffetsareverydifferent.theipressin“ezrendersisertainlystrngerthantherdinary“easy.thesaereading.nthetherhand,nseeingthesesyblsandabbreviatinstheyftenuseintheiruniatinnthenet,netizensillnaturallyidentifytheselvesiththead

58、vertiseentsinhihtheinternetjargnsarentained.theaifthepersuasivestrategyhereanbeellahievedthrughtheidentifiatinfnsuersiththeadvertiseents.4.2fuzzinessinfiguresfspeehsaetliteraryrks,figuresfspeehareidelyusedinads.therhetrialdeviesareusedtuniateinfratinabuttheprdutsandtheirfeatures,rdesribethefeelingsa

59、ndattitudesfnsuers,hihinreasesthevividnessandinterestfadsandipressespepledeeply.nebuildingtherprateiageandiningnsuersfavr,ithasahievedthepurpsefsaleprtinandnsuptin.inadditin,thefuntinftherhetrialdeviesarusespeplesassiatinandaesthetiappeal,sakinginduletd,andgraduallyentiesthensuerstakepurhase.infat,t

60、herhetrialdevieisafuzzylanguagephenenn.thefllingstudyisainlyfusednpunning,etaphr,andeupheis.4.2.1punningtpunistplaynrds,rrathertplayiththefrandeaningfrds,fraittyrhuruseffet.16basednthefatthatanyrdsintheenglishlanguagelkrsundalike,butdifferentsenses,rnntatins,pyriterstatfullyeplypunttheads,aiingatrea