摘要
语言是人们最重要的交际工具,它既具有精确性又有模糊性。人们总是根据实际需要选择运用语言的这两种特性。有时让人清晰明了要求使用准确表达,有时为了委婉得体又使用模糊语。模糊语在日常生活中处处可见,在广告中更是层出不穷,它具有一定的修辞功能,在使广告语言更生动形象。本文旨在通过具体分析广告实例,讨论模糊语义在英语广告中产生的积极效果。
Language is of both exactness and fuzziness, and is the most important tool for human communication. People can apply either of these two features according to their actual needs. Sometimes they prefer exact expressions to be more explicit, while sometimes they use fuzzy words to be more appropriate. Fuzzy words appear everywhere in daily life, especially in the advertisement. They have rhetoric function, which make advertisement more vivid. This paper analyzes some examples of fuzziness in the ads and explores the positive effect of fuzzy expressions on the advertisement.
出处
《华中师范大学研究生学报》
2012年第3期109-112,共4页
Central China Normal University Journal of Postgraduates
关键词
广告
模糊性
模糊语义
advertisement
fuzziness
fuzzy semantics
