蓄意歧义与广告语言的说服力

Intentional Ambiguity and Persuasiveness of Advertising Language

歧义在语言交际中常常成为人们交流的障碍。然而,广告人常常运用蓄意歧义作为广告文本创作中一种积极的语言策略。该文从歧义和蓄意歧义的定义入手,在搜集分析大量中英文广告语篇的基础上举例说明了蓄意歧义在中英文广告文本中的主要表现形式及功能,即蓄意歧义主要是以词汇歧义的形式频繁出现在中英文广告文本中。在广告商家与消费者之间的信息交流中,作为因词语意义的不确定性而形成的一种间接的表述方式,蓄意歧义以经济方便的模式吸引和保持着消费者的注意力及记忆力,协调消费者与商家的关系,以达到说服消费者购买的最终目的。

Ambiguity is usually regarded as an obstacle in communication.However,intentional ambiguity is usually employed as an effective strategy in advertising for persuasiveness of advertising language.A large corpus of advertisements indicates that most of cases of intentional ambiguity take the form of lexical ambiguity and work for the persuasiveness from different aspects,which could be enlightening for advertising copywriters.