英语食品广告中模糊语的研究_英语论文

A Study on Fuzzy Language in English Food Advertising

摘要

模糊语是自然语言的属性之一，也是广告语言的内在特征之一。模糊语与广告都和人们的生活息息相关，因此对其研究十分重要。本文以英语食品广告作为语料来研究模糊语在其中的作用。研究表明，模糊语中的语音模糊，语义模糊和句法模糊在英语食品广告中均有应用，模糊语可以提高广告表达的简洁性，吸引消费者，激发消费者的想象力，迎合消费者的心理，同时也可以商家与消费者建立友好关系。作者希望研究有助于人们更好的理解英语食品广告中的模糊语，帮助商家吸引更多的消费者，激发消费者的购买欲望，从而促进产品的销售，同时也希望引起学者对广告中的模糊语的重视。

关键词：英语食品广告；模糊语；类型； 功能 

Abstract

Fuzziness is one of the essential characteristics of natural languages, at the same time, it is one of the inner characteristics of advertising language. Both of them are related to people’s life. Therefore, it is important to do research on them. This thesis deals with the fuzzy language in English food advertising. The result shows that there exist three forms of fuzzy language, phonetic fuzziness, semantic fuzziness and syntactical fuzziness. In English food advertising, fuzzy language can make the expression concise and efficient, attract the interest of consumers, stimulate consumers’ imagination, cater to consumers’ psychology and contribute to establishment of good relationships with consumers. The author hopes that this thesis will help people understand the fuzzy language in English food advertising well, help businessmen attract more consumers and stimulate the desire of buying products so as to promote the sales of products, and help businessmen survive in the competitive market. At the same time, the author hopes that this thesis can arouse scholars’ attention to fuzzy language in English advertising.

Key words: English food advertising  fuzzy language  forms  functions