摘 要

维索尔伦提出的顺应理论指出:使用语言是一个不断选择的过程。本文从顺应论的视角分析解释英文广告语当中语言模糊现象；分别从语境因素、结构选择、动态顺应、意识凸显度四个角度进行分析。研究结果有利于中国商业广告公司在其广告当中更好地应用模糊策略。

关键词：模糊语；顺应论；苹果广告

Content

1. Introduction………………………………………………………..........7

1.1 A General Introduction to Verschueren’s Adaptation Theory………7

1.2 Research on Hedges in English Advertisement………………………8

1.2.1Abroad……………………………………………………………8

1.2.2 At home………………………………………………………………….9

2. Demonstration……………………………………………………...11

2.1 Contextual Correlates of Adaptability……………………………….11

2.1.1 Adaptation to Physical Word………………………………………13

2.1.1.1 Temporal Factors………………………………………………..13

2.1.1.2 Spatial Factors…………………………………………………..14

2.1.2 Adaptation to Social World……………………………………….14

2.1.3 Adaptation to Mental World………………………………………15

2.1.3.1The Consumer’s Need……………………………………………15

2.1.3.2 The Advertiser’s Motivation…………………………………….16

• 1. Structural Objects of Adaptability……………………………….......17
     1. lexical Level……………………………………………………...17
        1. Vague Adjective………………………………………………17
        2. Vague Adverbs………………………………………………..18
     2. Rhetorical level…………………………………………………..18
        1. Personification………………………………………………..18
        2. Contrast and Antithesis……………………………………….19

2.3 Salience of the Adaptation Process…………………………………19

3. Conclusion……………………………………………………………20

Bibliography…………………………………………………………………………22

A Study of Hedges in English Advertisements from the Perspective of Adaption Theory —A Case Study of Apple Corporation

1. Introduction

Pragmatic vagueness is a communicative strategy. Advertising producers often use this strategy to promote sales in advertising production.

In recent years, with the increasing significance of advertising in social life, pragmatic ambiguity study of advertising slogans has received extensive attention from linguists. In this context, this paper uses the theory of adaptation as a theoretical framework to analyze and study the pragmatic ambiguity in English advertisements, aiming to guide the creation, understanding, and learning of the hedges in the English advertisements.

1.1 A General Introduction to Verschueren’s Adaptation Theory

Adaptation theory refers to the use of language in a continuous process of making linguistic choices. This theory was first proposed by Verschueren in his book Pragmatics as a Theory of Linguistic Adaptation in 1987, and further developed in the book Understanding Pragmatics, published in 1999. For a long time, pragmatics mainly expounded the application of language in practice. Traditionally, pragmatics studies presupposition, speech act theory, conversational impliedness and so on. But Verschueren believes that people can make different choices in the use of language because of its three properties, namely, variability, negotiability and adaptability.

First of all, variability means that a language has a series of alternative possibilities. What's more, Verschueren believes that variability is the most important feature of a language. It is this feature that allows people to make diverse choices when using language. Secondly, negotiability means that the choice of language is based on highly flexible principles and strategies.