模糊限制语在广告英语中的语用分析

A Pragmatic Analysis of Hedges in Advertising English

模糊限制语是言语交际中一种常见的语言现象,在不同的语境和文体中,其语用功能是不同的。模糊限制语形式多样,在商业广告和新闻中被广泛使用。广告中的模糊限制语主要体现在词语和语篇上。广告中恰当地使用模糊限制语不仅可以促进商品销售而且可以有效地向客户传递商业信息。该文以一些广告英语为例,分析模糊限制语在广告英语中的使用情况,并且以合作原则为依据讨论其在广告英语中的语用功能,这将有助于我们更好地理解和使用模糊限制语。

English hedges are a common language phenomenon in English speech communication, and its pragmatic functions aredifferent in different context and style. Because of diversity of hedges, they are widely used in commercial advertising and news re-ports. Hedges of advertising are realized mainly in words and discourse. Proper use of hedges in advertising can not only promotethe commodity sales, but also deliver business information to customers effectively. Based on some advertising English, this paperaims to analyze and discuss the usage of hedges in advertising English. And according to the cooperative principle, this paper willdiscuss the pragmatic functions of hedges in advertising English, which will help us understand and use hedges better.