英语广告中模糊语言的顺应研究

Adaptability of Vague Language in English Advertising

根据顺应理论,广告交际中各种语境因素对广告语言选择产生影响,模糊语言正是广告创作者使用的一种语言策略。分析国外大量知名品牌英文广告语后发现:模糊语言的使用既顺应了消费者求美、求廉、求便的消费心理,又顺应了广告媒介的交际特征,也顺应了西方的价值观念、社交规范及广告交际的物理世界。

According to adaptation theory, various contextual correlates in English advertising influ- ence linguistic choices and vague language is an important linguistic strategy used by advertisement crea- tors. Based on the analysis of a large number of famous foreign advertisements, it has been found that vague language in the advertisements is interadaptable to contextual factors such as advertisement recipi- ents＇consumption mentality of pursuing beauty, cheapness and convenience, phonetic vagueness is in- teradaptable to media, and some vague expressions are influenced by western values and social commu- nicative rules and the physical world,