發(fā)布時(shí)間：2024-03-17 15:11

　　受模糊語言的啟發(fā),美國(guó)控制論專家札德于1965年創(chuàng)立了模糊集合論。這個(gè)理論的創(chuàng)立對(duì)語言學(xué)的研究產(chǎn)生了十分重要的影響。它為語言學(xué)諸學(xué)科提供了新的研究方法從而使許多學(xué)者對(duì)此課題產(chǎn)生了極大的興趣。模糊語言學(xué)就是在運(yùn)用模糊集合論研究模糊語言中產(chǎn)生的一門新興學(xué)科。語言的模糊性是一種存在于人類言語交際中的普遍的語言現(xiàn)象,是人類自然語言固有特征,這種現(xiàn)象在廣告語言中也不例外。在廣告制作中,廣告商為了達(dá)到自己的連鎖目的,即引起注意—Attention;產(chǎn)生興趣—Interest;激發(fā)欲望—Desire;加強(qiáng)記憶—Memory;導(dǎo)致行動(dòng)—Action,并最終說服消費(fèi)者來購(gòu)買自己廣告中所宣傳的產(chǎn)品或服務(wù),廣告商經(jīng)常采用模糊這種策略。 到目前為止,國(guó)內(nèi)外學(xué)者都對(duì)模糊語言這種特殊的語言現(xiàn)象進(jìn)行大量的理論研究并取得了一定的成就,并且有越來越多的人開始在模糊的基礎(chǔ)上進(jìn)行各自領(lǐng)域的研究。然而,通過大量搜集相關(guān)資料發(fā)現(xiàn)從語用學(xué)的視角對(duì)廣告這種特殊的商業(yè)交際手段中出現(xiàn)的模糊語言進(jìn)行更加詳細(xì)的分析還需要更大的研究力度。正如何自然教授所說,“只有從語言運(yùn)用的角度來分析模糊這一獨(dú)特的語言現(xiàn)象才有意義�！币虼�,基于前人的研究成...

【文章頁(yè)數(shù)】：73 頁(yè)

【學(xué)位級(jí)別】：碩士

【文章目錄】：
摘要
Abstract
Chapter One Introduction
Chapter Two Literature Review
    2.1 The Definition of Vagueness and Pragmatic Vagueness
        2.1.1 The Definition of Vagueness
        2.1.2 The Definition of Pragmatic Vagueness
    2.2 Pragmatic Vagueness and Advertising Language
    2.3 Relevant Researches
        2.3.1 Relevant Researches on Vagueness
        2.3.2 Relevant Researches on Pragmatic Vagueness
        2.3.3 Relevant Researches on Advertising Language
    2.4 Summary
Chapter Three Vagueness in Advertising
    3.1 Realizations of Vagueness in Advertising Language from Semantic Perspective
        3.1.1 Vague Sound
        3.1.2 Vague Word
        3.1.3 Vague Rhetoric
    3.2 Realizations of Vagueness in Advertising Language from Syntactical
        3.2.1 Ellipsis
        3.2.2 Independent Sentence
        3.2.3 Word Order Variation
    3.3 Motives behind the Employment of Vagueness in Advertising
        3.3.1 An Individual Perspective
        3.3.2 A Society Perspective
        3.3.3 A Culture Perspective
Chapter Four Pragmatic Approach to Vagueness in Advertising
    4.1 Theoretical Backgrounds
        4.1.1 Pragmatic as an Ideal Tool
        4.1.2 Theory of Conversational Implicature
    4.2 Pragmatic Analysis on the Application of Vagueness in Advertising Language
        4.2.1 The Violation of Cooperative Principle
Chapter Five Pragmatic Functions of Vagueness in Advertising
    5.1 Enhancing the Flexibility of the Advertisement
    5.2 Contributing Appropriateness of the Advertisement
    5.3 Increasing the Memory Value of the Advertisement
    5.4 Condensing the Advertisement
    5.5 Mitigating Unhappiness and Embarrassment
Chapter Six Conclusion
    6.1 Summary
    6.2 Limitations
Bibliography
攻讀碩士學(xué)位期間發(fā)表的論文及其它成果
Acknowledgements
詳細(xì)摘要



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