An Analysis of the Pragmatic Function of Hedges in Advertising毕业论文_英语毕业论文

An Analysis of the Pragmatic Function of Hedges in Advertising毕业论文


摘 要






1. Introduction ———————————————————————————–1

2. Demonstration ——————————————————————————–2

2.1 Theoretical overview————————————————————————2

2.1.1 The origin and characterizing of Hedges———————————————–2

2.1.2 The purpose and characteristics of advertising language —————————-3

2.1.3 The motivation of using hedges in advertising: Adaptation Theory and the Cooperative Principle —————————————————————————4 To acquire a sense of authority——————————————————–5 To acquire a sense of novelty———————————————————-6 To acquire a sense of inexpensiveness ———————————————–7

2.2 Analysis of the pragmatic function of hedges——————————————–7

2.2.1 The positive role of hedges in advertising ———————————————8 Making advertising language more vivid——————————————–9 Making advertising language more euphemistic————————————9 Making advertising language more flexible—————————————-10 Making advertising language more informative———————————–12

2.2.2 The negative role of hedges in advertising——————————————-13 Over-Hyped advertising ————————————————————-13 Fraudulent advertising—————————————————————-14

3. Conclusion————————————————————————————15

Works Cited ————————————————————————————-17

Bibliography ————————————————————————————18

An Analysis of the Pragmatic Function of Hedges in Advertising

  1. Introduction

Fuzziness is a basic attribute of language, which is widely used in all aspects of language. As an important means of communication in the information age, advertisement has penetrated into every corner of social life. It greatly affects people’s consumption, outlook on life and values. Advertising research has also become one of the hot topics of information dissemination.

In 1965, the American scientist, Lofti Zadeh put forward his influential paper “Fuzzy Set”, which provided a theoretical foundation for a systematic study of fuzzy linguistics. In China, the pioneer of fuzzy linguistics is Professor Wu Tieping from Beijing Normal University. In 1979, he published the article “A Preliminary Study of Fuzzy Language in the fourth issue of Foreign Languages, which aroused the strong interest of domestic scholars. In recent years, many linguists and pragmatics researchers have begun to pay attention to the various functions of fuzzy language in advertising, and analyze and discuss the ways of fuzzy language. Wang Hua pointed out that the application of vague language in advertising can not only effectively convey the characteristics and performance of commodities, but also enhance the charm and appeal of advertising language to impress the readers, so as to attract the attention of advertising. (Wang 39) And Zhao Ning analyzed the pragmatic function of advertising fuzzy language from three aspects: phonetic fuzziness, lexical fuzziness and sentence fuzziness.(Zhao 213)

以上是资料介绍,完整资料请联系客服购买,微信号:bysjorg 、QQ号:3236353895


  • 还没有任何群聊信息,你来说两句吧
  • 发表评论