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《The Analysis of the Linguistic Realizations of Fuzziness in Advertising English 》由會員上傳分享，免費在線閱讀，更多相關(guān)內(nèi)容在學(xué)術(shù)論文-天天文庫。
1、TheAnalysisoftheLinguisticRealizationsofFuzzinessinAdvertisingEnglish[Abstract]Advertisingmaybedescribedasthescienceofarrestingthehumanintelligencelongenoughtogetmoneyfromit.Itisthusclearthatadvertisinghasplayedadecisiveroleintoday’sbusinessworld.Theissueofwhetheradvertisinglanguagesareattractivea
2、ndpersuasiveornothasbecamethepointofattention.SothoroughandtheoreticalstudiesonlanguagefeaturesofEnglishadvertisinghelpsimproveboththeunderstandinganddesigningofsuccessfuladvertisements.Afterabriefintroductiontoadvertising,advertisinglanguage,fuzzinessandfuzzylinguistics,thethesisisfocusedonthelin
3、guisticrealizationsoffuzzinessinadvertisingEnglishfromthefollowingtwoperspectives:thesemanticrealizationandrhetoricaldevices.Inthesemanticanalysis,fuzzyqualifiers,numericalfuzzyquantifiers,fuzzyverbs,descriptiveadjectivesandsymbolsandabbreviationsareanalyzedtorevealfuzzynaturethatareusedbyadvertis
4、erstoachievetheirpersuasiveends.Whileintherhetoricaldevices,punning,metaphors,andeuphemismwhichmakelanguagemorevividandcreatemoreboundlessassociationandimaginationarediscussed.Thenthethesisconcludeswithabriefsummaryofthearticleandpointsoutthelimitationsofthestudy.【摘要】廣告業(yè)被認(rèn)為是一條通過耗盡人類智慧賺取錢財?shù)目茖W(xué)之道。很明顯
5、，廣告在今天的商業(yè)世界已發(fā)揮著舉足輕重的作用。廣告語言能否具有誘惑力和說服力已成為關(guān)注的焦點。因此對英語廣告語言系統(tǒng)、全面地研究，可以提高對廣告的理解，構(gòu)想出成功的英語廣告。論文在簡短地對廣告，廣告語言，模糊性和模糊理論進(jìn)行介紹之后，主要對以下兩種模糊實現(xiàn)形式進(jìn)行分析。一、語義模糊。這一類廣告通過使用模糊限制詞、模糊數(shù)量詞、模糊動詞、修飾性形容詞以及符號和縮略語等具備模糊性的語言來突破日常行為的規(guī)范，使詞語在表達(dá)字面意義的同時又暗示其多重含義，形成詞語含義的未定性，激發(fā)了讀者的聯(lián)想和想象，吸引他們的注意并提起他們的興趣，從而對廣告本身的說服力起增強作用。二、修辭格（雙關(guān)、暗喻、委婉語）的使
6、用，使廣告語言更具生動，引發(fā)讀者無限的想象和聯(lián)想。最后結(jié)論部分中，論文對主要概念和內(nèi)容做出了總結(jié)，提出了全文的局限性。1.IntroductionWiththerapiddevelopmentoftheworldeconomyandglobalization,advertisinghasplayedavitalroleinpromotingsales,providingservicesandbuildingimages.BasedonthefactthatChinaremainslaggingbehindthewestinbothphysicalattractionandpersuasiv
7、enessinadvertising,thoroughandtheoreticalstudiesonthelanguageofadvertisinghavebecomeanurgentneed.Inourdailylife,fuzzylanguagehasbeenemployedincommunicationonvariousoccasions’negotiationandpublicspeaking.Thoughman
