广告语言语义模糊的实例分析.doc

广告语言语义模糊的实例分析 摘要：模糊性是语言的本质属性之一。语言的模糊研究对语言本体和应用都有重要价值。本文采用定量研究与定性研究相结合的方法，从广告语言、语义模糊和思维认知等多维视角，分析广告语言中语义模糊词语的使用情况。研究发现，广告中多使用基于“快乐”情感体验心理完型的抽象性评价词语和表示指代范畴的模糊词语；事物类属划分决定了语义模糊的必然性，原型范畴理论可以合理解释语义模糊现象的成因；语义模糊词语通用性和包容性的特点可提高广告中信息传播的效率。本文对广告语言语义模糊的研究，对进一步认知广告语言的自身规律、完善语义模糊的认知研究等具有很大意义。 关键词：广告语言 语义模糊 认知 Abstract: Fuzziness is one of the essential attributes of language. The study of fuzziness in language is of important value to language itself and its applications. Using the method of combining quantitative research with qualitative research, this paper analyzes the use of semantic fuzzy words in advertising language from a multi-dimensional perspective, such as advertising language, fuzzy semantics, thought and cognition, etc. By the research, we have found: Firstly, there are many abstract words of evaluation, which based on a kind of happy emotional experience in advertising language. Fuzzy words that tell a category of reference are also commonly used. Secondly, the genetic division of things decides the inevitability of semantic fuzziness and prototype theory can reasonably explain the causes of semantic fuzziness. Thirdly, the versatile and inclusive features of semantics fuzzy words can improve the efficiency of information dissemination in advertising. The research of fuzzy semantics in advertising language in this paper is very significant to further cognize the own rules of advertising language and improve the cognitive research on semantic fuzziness. Keyword: advertising language, fuzzy semantics, cognizance 目录 一、广告语言语义模糊的研究回溯 3 （一）语义模糊的认知研究 3 （二）广告语言的语义模糊研究 3 二．语义模糊研究的理论背景和研究思路 4 （一）理论背景 4 （二）研究思路 4 三．广告语言语义模糊的统计分析 5 （一）广告语言中模糊词语类型的使用 6 （二）广告类型与模糊词语类型关系 6 四．广告语言语义模糊的实例分析 8 （一）广告中表时间的语义模糊词语 9 （二）广告中表指代的语义模糊词语 9 （三）广告中表数量的语义模糊词语 10 （四）广告中表性质状态的语义模糊词语 10 （五）广告中表程度范围的语义模糊词语 11 五．广告语言语义模糊词语的特点 11 （一）符合商品自身特点，恰当描绘商品 11 （二）符合受众心理期望，带来美好期待 11 （三）符合受众对产品要求，标榜高质量 12 （四）使用表指代的模糊词，拉近与受众距离 12 （五）使用表事物的模糊词，传达抽象信息 12 （六）用精确的词语表示模糊的意义 12 （七）较少使用不具有强烈伸缩性的模糊词 13 六．广告语言模糊词语使用的认知