告英语的模糊性探析-The Analysis of Fuzziness in Advertising English [5]
论文作者:佚名论文属性:短文 essay登出时间:2009-04-13编辑:黄丽樱点击率:9006
论文字数:2915论文编号:org200904131630062982语种:中文 Chinese地区:中国价格:免费论文
关键词:advertising Englishfuzzinesssemantic and rhetorical analysis广告英语模糊性语义和修辞分析
of the word extra, the delicious food with modest calories can’t spoil your figure. The information conveyed through fuzzy language accords with the consumption concept of modern people.
4.1.2 Numerical fuzzy quantifiers
As we know, there are a number of ways being fuzzy about quantities in English. In particular, speakers have the option of either adding something to a precise number or numbers, or using a round number, or using a fuzzy quantifier. Whatever ways the speakers use, it all expresses an uncertain and indeterminate notion. When a number doesn’t refer to a real number, then it is just an imaginary number. This is one phenomena of semantic fuzziness in number. If numbers are used to refer to fuzzy meaning, then it will lose its numerical meaning, but represent imagery meaning. [11] Examples are presented as following:
(1) In Taipei…1+1+1+1+1=one.
(2) This Christmas surprises him with a dozen presents--- a year of GQ.
(3) This year is twenty, and next year is eighteen. This is the mystery of Belie. ( Belie化妆品)
Example 1 is the advertisement in Taipei World Trade Center. Why four 1 equals one, but not four? Originally the advertisement intends to entice the reader to read the body quickly and arouse their imagination. The equation 1+1+1+1+1=one realizes the shift from number to image, making the readers connect four 1 with the Center of Conference, the World Office, the Center of Exhibition, and Luxury Hotel in Taipei. In example 2, the phrase a dozen presents doesn’t refer to a real number, but an imagery number. And in example 3, the number indicates the function of the products makes people look younger.
Now let’s look at non-numerical fuzzy quantifiers. Crystal and Davy initiated this new concept. Their analysis of large stretches of natural conversation data revealed the use of many non-numerical fuzzy quantifiers. English has a great many ways of quantifying without using number of any kind. For instance: several, lots of, masses of, bags of, heaps of, etc. Let’s take an example:
We ‘ve hidden a garden full of vegetable where you’d never expect, in a pie. (食品)
The word full of attracts the readers to the largest extent. Anyone wants to acquire nutritive food full of kinds of vegetable from a pie. Here, the use of the expression full of implies boundless fuzzy meaning.
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