模糊语言在英语广告中的语用分析  

Analysis of Usage of the Vague Language in the English Advertisement

作　　者：温雅琴[1] 

机构地区：[1]山东科技大学外语学院,山东青岛266510

出　　处：《山东农业大学学报（社会科学版）》2010年第1期89-95,共7页Journal of Shandong Agricultural University(Social Science Edition)

摘　　要：模糊语言的应用存在于各种文化中,在广告文化中模糊语言被大量使用以达到促进商品销售,树立企业形象和迅速传递商业信息的功能。模糊语言是一种语言现象,往往比较简练,信息量较大,符合广告语言表达交流的需要,能更好地达到广告宣传的效果。文章在讨论英语广告实际案例的基础上,分析模糊词汇和模糊修辞在英语广告中的具体应用,并且尝试总结模糊语言在英语广告中的语用功能。The vague language is used in all kinds of culture,in the advertisement culture,a lot of vague language is used to promote the sales of commodities,build up the image of the enterprise and quickly convey the commercial information. The vague language can be seen as a language phenomenon,it is usually rich in content and succinct in style. In this way the needing of communication accords with the advertising expressing and better achieve the effect of advertising publicize. This essay is based on the concrete examples; it analyzed some vague words' application in English advertisements and the application of vague rhetoric,and tried to sum up the pragmatic function of vague language in English advertising

关 键 词：模糊语言 模糊词汇 模糊修辞 英语广告 语用功能 

分 类 号：H315[语言文字—英语]