英语歧义现象及其在广告中的妙用

Ambiguity and Its Magical Effect in English Advertising

英语中的歧义大致可分为语音歧义、词汇岐义、结构歧义和语用歧义等。歧义作为一种语言现象 ,有着消极的一面。然而在广告这种特殊语言中 ,如果歧义运用恰当、得体 ,表里双关 ,则会起到奇妙的宣传效果。

Ambiguity can be roughly subdivided into phonological, lexical, constructional and pragmatic ambiguity. Ambiguity, as a language phenomenon, has its negative influence, so we should try our best to avoid using it in communication. Nevertheless, in such special languages as advertising, if ambiguity is employed properly and appropriately, it will have a magical effect on the consumers.