Analysis of Pragmatic Functions of Vague Expressions in Advertisements  

作　　者：Liu Jianwen Liu Chunling 

机构地区：[1]School of Foreign Languages, Wuhan Polytechnic University, Wuhan, China

出　　处：《International Journal of Technology Management》2013年第8期111-112,共2页国际技术管理

摘　　要：Pragmatic vagueness is a manifestation that language has elasticity and is one of attributes of nature language. Pragmatic vagueness phenomenon exists in news report, law version and commerce report. Nowadays in adverting creations, advertisers take pragmatic vagueness as the strategy in order to make the most effective to strengthen the advertising attention, memory and persuasion in the limited time and space. At the same time, the pragmatic vagueness strategy also strengthens the advertising flexibility and appropriateness, compresses information and produces advertising aesthetic effect. In most circumstances, advertising companies use pragmatic vagueness to realize their advertising purpose and pragmatic vagueness offers strangely psychological hint to customers. This paper will firstly state pragmatic vagueness and advertising activities, and then analysis the function of pragmatic vagueness in advertisements.

关 键 词：pragmatic vagueness ADVERTISEMENTS pragmatic function 

分 类 号：TS976.15[轻工技术与工程] TN943.6[电子电信—信号与信息处理]