英语广告毕业论文.doc

英语广告的模糊词分析 摘 要：模糊性是自然语言的本质属性。自从希腊哲学家尤布里德斯提出含有模糊思想的连锁悖论以来，模糊问题就受到了人们关注。而在札德于1965发表了《模糊集合》之后，模糊语言更成为了众多哲学家和语言学家研究的重点。这不仅大大加深了人们对模糊语言的认识，也促使模糊语言的研究向更加系统化和学科化的方向发展。但迄今为止，人们更多地关注于对模糊语言理论方面的探讨，将努力放在其语义层次上，却忽略了在日常生活中广告的模糊词给人们所带来哪些深刻的层面问题。广告中存在着大量的模糊词。本文通过具体实例对英语广告中所使用的模糊词加以分析，并从语言的属性，人类的思维方式以及广告本身的要求入手，说明了英语广告中模糊词存在的原因。 关键词:英语广告 模糊词 分析 Abstract: Fuzziness is the essential attribute of natural language. Since the Greek philosophers, especially britez presented with fuzzy thought since the chain paradox, fuzzy question has received the attention. While in the Zadeh in 1965 published a fuzzy sets, fuzzy language has become more numerous philosophers and linguists focus. This not only greatly deepened the people to the fuzzy language awareness, also contributed to the study of vague language to more systematic and discipline development. But so far, people pay more attention on the fuzzy linguistic theory aspects, will try to put at the semantic level, but ignored in daily life, advertising the ambiguous word brought what deep level problems. Advertising in the presence of a large number of ambiguous words. Through specific examples of English advertisement by the use of fuzzy words are analyzed, and from the properties of language, the human way of thinking as well as the ad itself with the requirement, the advertisement in English ambiguous words exist Key words:English advertising Fuzzy words Analysis 众所周知，广告是生活中最常见的宣传方式之一。广告语言首先要求准确，因为准确性是传达信息的根本条件。然而稍加留意，广告语言中充满着模糊词语。 我抽取了《The New Yorker》中的8则广告，统计其中模糊词语的使用情况，数据如下：在第四条广告中有这样一段文字，有模糊词： 　　Every year, thousands of drivers and passengers die in the few minutes after an auto collision. Many of these victims would survive if only the first people on the scene knew how to react in emergencies. How can you help an accident victim, even before treating injuries? Turn off the ignitions of any wrecked cars to reduce the risks of fire. This simple step could keep a bad collision from becoming much worse。 　　不仅在广告中，报纸或小说文章中这样的例子都随