商务广告英语的模糊性探析the-analysis-of-fuzziness-in-advertising-english本科学位论文

广告英语的模糊性探析-The Analysis of Fuzziness in Advertising EnglishThe Analysis of Fuzziness in Advertising English[Abstract] Advertising may be described as the science of arresting the human intelligence long enough to get money from it. It is thus clear that advertising has played a decisive role in today’s business world. The issue of whether advertising languages are attractive and persuasive or not has became the point of attention. So thorough and theoretical studies on language features of English advertising helps improve both the understanding and designing of successful advertisements. After a brief introduction to advertising, advertising language, fuzziness and fuzzy linguistics, the thesis is focused on the linguistic realizations of fuzziness in advertising English from the following two perspectives: the semantic realization and rhetorical devices. In the semantic analysis, fuzzy qualifiers, numerical fuzzy quantifiers, fuzzy verbs, descriptive adjectives and symbols and abbreviations are analyzed to reveal fuzzy nature that are used by advertisers to achieve their persuasive ends. While in the rhetorical devices, punning, metaphors, and euphemism which make language more vivid and create more boundless association and imagination are discussed. Then the thesis concludes with a brief summary of the article and points out the limitations of the study. [Key Words] advertising English; fuzziness; semantic and rhetorical analysis广告英语的模糊性探析【摘 要】 广告业被认为是一条通过耗尽人类智慧赚取钱财的科学之道。很明显，广告在今日的商业世界已发挥着举足轻重的作用。广告语言能否具有诱惑力和说服力已成为关注的焦点。因此对英语广告语言系统、全面地讨论，可以提高对广告的理解，构想出成功的英语广告。论文在简短地对广告，广告语言，模糊性和模糊理论进行介绍之后...