广告英语中的模糊现象分析 [9]
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关键词:advertising Englishfuzzinesssemantic and rhetorical analysis广告英语模糊性语义和修辞分析
it way to convey the same meaning, aiming at avoiding hurting the consumer’s feelings, and influencing the sale promotion. Some cases as follows:
(1) The inside story is leaking out. (推销尿布)
(2) Commit no nuisance. (禁止大小便) [19]
Two gentles expressions “尿布”和“大小便”are replaced by fuzzy words inside story and nuisance, softening the shock of reality.
5. Conclusion
Undoubtedly, fuzzy languages enhance the effectiveness of communication, reinforce the flexibility of expression and make our expression more subtle and polite. Meanwhile, fuzzy language can make our expression so vivid and lively that they create a meaningful, resounding and profoundly beautiful world. It is the use of fuzzy expressions in ads that influences consumers' behavior,to the largest extent, and entices consumers to make purchase. However, it should be noted that too many fuzzy expressions should be avoided. After all consumers still have certain expectation on what a particular product or service should be like, instead of seeing seemingly all-encompassing words like “good, fine, new, etc”. Along with advertisers paying more attention to the unique features of their products or services, appropriate use of fuzzy expressions is desirable and effective. Since, the ultimate aim of advertisement is to persuade consumers to buy.
Fuzziness is uncertain parse and hard to define, so to give a precise explanation is almost out of the question. Meanwhile, advertising language owns fruitful connotation, including use conventions, social, cultural and national characteristics. All of these increase the difficulty of understanding. However, the process of human’s exploration of fuzzy theories has been going on, and the area of fuzziness in advertising language will not be ceased and deserve further study.
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