A Study of Fuzziness in English Advertisements 英文广告模糊性的-研究.doc

PAGE 30 PAGE 30 NUMPAGES 37 NUMPAGES 37 NUMPAGES 37 PAGE 30 PAGE 30 PAGE PAGE i 1 英文广告模糊性的研究 A Study of Fuzziness?in English Advertisements Contents TOC \o 1-3 \u ACKNOWLEDGEMENTS PAGEREF _Toc \h i Content PAGEREF _Toc \h ii Abstract PAGEREF _Toc \h iv 摘 要 PAGEREF _Toc \h v 1. Introduction PAGEREF _Toc \h 1 2. Literature Review PAGEREF _Toc \h 2 2.1 Definition of Advertising PAGEREF _Toc \h 2 2.2 Features of Advertising Language PAGEREF _Toc \h 3 3. Introduction to Fuzzy Language PAGEREF _Toc \h 7 3.1 Fuzzy Language PAGEREF _Toc \h 7 3.2 Functions of Fuzzy Language in Advertisements PAGEREF _Toc \h 9 4. Four analyses of Fuzziness in English Advertisements PAGEREF _Toc \h 11 4.1 Fuzziness at Phonetic Level PAGEREF _Toc \h 11 4.1.1 Pun PAGEREF _Toc \h 11 4.1.2 Spelling Variation PAGEREF _Toc \h 13 4.2 Fuzziness at Lexical Level PAGEREF _Toc \h 14 4.2.1 Adjectives PAGEREF _Toc \h 14 4.2.2 Verbs PAGEREF _Toc \h 15 4.2.3 Numerals and Quantifiers PAGEREF _Toc \h 17 4.2.4 Hedges PAGEREF _Toc \h 17 4.3 Fuzziness at Syntactic Level PAGEREF _Toc \h 19 4.3.1 Indirect Speech PAGEREF _Toc \h 19 4.3.2 Ellipsis PAGEREF _Toc \h 20 4.3.3 Disjunctive Sentence PAGEREF _Toc \h 21 4.4 Fuzziness from Pragmatic Perspective PAGEREF _Toc \h 22 4.4.1 Fuzziness and Cooperative Principle PAGEREF _Toc \h 22 4.4.2 Fuzziness and Politeness Principle PAGEREF _Toc \h 26 5. Conclusion PAGEREF _Toc \h 31 Bibliograph Abstract This paper focuses on the application of vague language in advertising which is viewed as a persuading strategy by advertisers. After a brief introduction of advertising, features of advertisements, fuzzy language, the thesis analyzes the function and application of fuzziness in English advertisement from a linguistic perspective. Through the study, we found that English advertisements are fraught with fuzzy expressions indeed. Fuzzy languages