中文广告语言模糊性的语用阐释

论文摘要

模糊性不仅是自然语言的本质属性，而且也是广告语言的内在特征。近年来，模糊语言学作为一门新兴的学科，有了较快的发展，国内外模糊语言的研究也取得了一定的成果。语言的模糊性作为模糊语言学的研究对象主要是作为分析和研究其他语言现象的理论基础，然而从语用角度去分析广告语体中的模糊现象还亟待更多的研究。本文在前人研究的基础上，以格赖斯“合作原则”为理论基础，利用质量次则，相关次则，数量次则和方式次则采用定性研究方法分析模糊语言在现代中文商务广告中的运用，从语用的角度探讨广告语言中的模糊性，从而强调模糊语言在现代商务广告中的重要作用。本文还从语用功能的角度，分析并指出模糊语言在商务广告中运用的合理与否会给广告语言带来积极或消极的作用。本文针对广告语体中模糊现象进行定性研究，广告不单纯是为研究某理论提供语料。

论文目录

• Abstract （English）
• Abstract （Chinese）
• Acknowledgements
• Table of Contents
• Chapter One Introduction
• 1.1 Objective and Significance of the Present Study
• 1.2 Research Method of the Present Study
• 1.3 Organization of the Thesis
• Chapter Two Literature Review
• 2.1 The Definition of Vagueness and Pragmatic Vagueness
• 2.2 Development of Vagueness and Pragmatic Vagueness
• 2.3 The Role of Language in Advertising
• 2.4.Pragmatic Perspective of Advertising Language
• Chapter Three Vagueness in Advertising
• 3.1 Vague Sounds
• 3.1.1 Homophones
• 3.1.2 Polysemy
• 3.2 Vague Expressions
• 3.2.1 Hedges
• 3.2.2 Blurring Numerals and Quantifiers
• 3.2.3 Descriptive Adjectives
• 3.3 Vague Structure
• 3.4 Vague Rhetoric
• 3.4.1 Metaphor
• 3.4.2 Pun
• 3.5 Summary
• Chapter Four Pragmatic Approach to Vagueness in Advertising
• 4.1 Theoretical Background
• 4.1.1 Pragmatics as an Ideal Tool
• 4.1.2 Gricean Theory of Cooperative Principle
• 4.2 Hypothesis of This Study
• 4.3 Pragmatic Analysis on the Application of Vagueness in Advertising Language
• 4.3.1 Flouting of the Maxim of Quality
• 4.3.1.1 False or Misleading Content
• 4.3.1.2 Approximators
• 4.3.2 Flouting of the Maxim of Quantity
• 4.3.3 Flouting of the Maxim of Relevance
• 4.3.4 Flouting of the Maxim of Manner
• 4.3.4.1 Statements Prolix or in an Unusual Order
• 4.3.4.2 Punning
• 4.4 Summary
• Chapter Five Pragmatic Functions of Vagueness in Advertising Texts
• 5.1 Positive Functions of Vagueness in Advertising
• 5.1.1 Conveying Meanings Efficiently
• 5.1.2 Improving Accuracy
• 5.1.3 Making Advertisements Impressive and Persuasive
• 5.1.4 Making Advertisements Aesthetic
• 5.2 Negative Functions of Vagueness in Advertising
• Chapter Six Conclusion
• Bibliography
• Appendix