从语用学的角度看广告语言的模糊现象

AN ANALYSIS OF THE FUSSY PHENOMENA OF ADVERTISEMENTS BASED ON THE THEORIES OF PRAGMATICS

模糊性是语言的特征之一。而广告语言模糊现象的产生大都是产品广告设计者精心所为,其目的就是为了推销产品。本文从广告语言模糊现象产生的条件着手,探讨并分析了广告语言模糊现象的表现形式,并结合语用学的认知和语境理论对广告语言模糊现象进行了例证分析,认为广告语言模糊现象的恰当运用是产品得到广泛销售的极佳手段。

Fussiness is one of the characteristics of language. In order to promote the products, some designers intentionally take advantage of its characteristic and consciously devise advertisements full of fussy phcnomena. So this essay tries to explore its existing situations and presents several language patterns and structures resulting in the fussy phenomena, also illustrates many examples of advertisements based on the theories of cognition and context in pragmatics. Thus a conclusion can be drawn that appropriate use of the fussy phenomena in advertisements can be abettcr dcvicc greatly contributing to the promotion of products.