摘要
模糊语言因其独到的魅力而被广泛应用于广告语体中,其应用范围越来越广,这种现象表明模糊语言能够取得精确语言难以达到的交际效果。本文从语用角度出发,以广告实例为切入点分析模糊语言的交际功能。现代广告中,模糊语言的交际功能主要体现在以下三个方面:使用独白中的模糊量词增强说服力,精选模糊形容词吸引公众注意力,利用模糊语音营造滑稽氛围。通过本文研究,得出结论:广告中的模糊语言能够促销产品或某种服务。
Fuzzy language has been widely applied in advertisement because of its special glamour.Its range is becoming more and more extensive.Thus it indicates that fuzzy language can achieve satisfactory results which accurate language cannot achieve.This article tries to analyze fuzzy language＇s communicative functions from pragmatic point of view based on the practical advertisement samples.Fuzzy language＇s main communicative functions include the following three aspects in advertisement： increasing advertisements＇ persuasion by vague qualifiers,attracting the public＇s attention by selecting vague adjectives skillfully,creating ridiculous atmosphere by adopting vague sound.The author concludes that fuzzy language in advertisement can promote the advertised product or service.
出处
《武汉纺织大学学报》
2012年第5期68-70,共3页
Journal of Wuhan Textile University
关键词
模糊语言
广告
功能
Fuzzy Language
Advertisements
Functions
