语用学视角下英语广告模糊用语研究

On Hedging in Advertising English From a Perspective of Pragmatics

当今社会,广告不仅在商业领域里占有重要的地位,而且已渗透我们的生活之中。很多情况下,广告商会为了达到广告目的和他们自己的动机而选择模糊语言,这些模糊语言对消费者产生了强烈的心理暗示及说服作用。本文试图从语用学角度出发,对英语广告语言中的模糊现象进行分析研究,使其作为一种语用策略受到广告商和消费者双方的重视。

Currently advertising plays an important role in today’s business world and it has penetratedevery corner of our life. The language of advertising is of decisive importance to the persuasiveness andeffectiveness of advertising. More often,the advertisers will choose hedging language for their own purpose andmotivation in order to give consumers strong suggestion and achieve persuasiveness. Enlightened by this gap,this thesis attempts to conduct a systematic analysis on the use of hedging in English advertisements from apragmatic perspective and tries to draw increasing attention to this pragmatic strategy from advertisers andconsumers alike.