广告英语中的模糊现象分析

1、广告英语中的模糊现象分析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】广告业被认为是一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，可以进步对广告的理解，设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展介绍之后，主要对以下两种模糊

5、实现形式进展分析。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打破日常行为的标准，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.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,“languageisdeeptive,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化装品)(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化装品

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.(东芝电子)12eanhile,suhtherdslk,feel,taste,sell,et.asexpresspeplessubjetiventinsandfeelings.unertaintyandindeterinayinnatureleavesthereadersuhrfriaginatin.frexaples:(1)yuanfeelthefeatureinphilipsdesign.(家电)(2)gfrit!lk,gd,feelgd.beyubest!(?安康?杂志)(3)iuldntbelieveit,untilitried

43、it!iipressed!“yuvegttatryit!ilveit!(微波炉)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.“likeisalsafrequentlyusedathrd.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饰品)(4)lngshts.(飘逸风姿-连

50、衣裙).(5)gdtthelastdrp.(麦斯威尔咖啡)alladjetivesabvearelaudatryfuzzyineaning.inexaple1,itisvaluableandlassialaththatattratsalllletrs.therdnlyebdiestheextrardinaryquality.andexaple2,usingtherdnenfinespeplesthinkingandhinderspeplesabilityfdifferentiatin,butarusingasenseffreshnessandgreatsurprise.exaple3therd

51、extrardinarytellstheunusualstyleistheharfthernaent.exaple4theexpressinlnggivespepleagdsensefeleganeandfrt.andinexaple5,hineseeaningis“滴滴香浓，意犹未颈,leverrdinggdseestbediffusingthikaftertastefffee.findingunusualthrughparisnisthefrequenteansffrpyriters.inrderthighlighttheexelleneftheprduts,pyritersftenpar

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

53、ninginads.itshuldbentedthatanyparativesandsuperlativesdnthaveanindiatedtarget,hihreatesafuzzyipressinupnthevieersandleaverfriaginatin.15seasesasflls:(1)tastesriherellerresatisfying.(real香烟)(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