【作者】 张世蓉；

【导师】 靳琰；

【作者基本信息】 西北师范大学 ， 英语语言文学， 2003， 硕士

【摘要】 美国控制论专家扎德(L.A.Zadeh)于1965年创立了模糊集合论，模糊集合论一经诞生，就有越来越多的人以它作为理论基础进行研究，从而在各个领域出现了一股“模糊流”。自二十世纪七十年代末期起，国外语言学家开始了对语言模糊性的研究。伍铁平先生首次将模糊理论引入我国。但是从语用的角度去分析广告语言中的模糊现象还亟待更多的研究。本文在前人研究的基础上，以格赖斯“合作原则”为理论基础，利用相关次则，质量次则、数量次则和方式次则分析模糊语言在现代商务广告中的作用，从语用的角度探讨广告语言中的模糊性，从而强调模糊语言在现代商务广告中的重要作用。本文还从语用功能的角度，分析并指出模糊语言在商务广告中运用的合理与否会给广告语言带来积极或消极的作用。 本文共有五章。 第一章对本文的研究进行了概述。 第二章对模糊语言的发展进行了综述，介绍了模糊语言的定义。并且陈述了本研究选题的目的和意义，及其理论基础。 第二章介绍了本研究所采用的广告材料的来源及其分类。通过实证研究，从语用学角度分析了模糊语言在商务广告中的作用。本研究旨在发现在所选的广告样本中，违反格赖斯“合作原则”的四个次则的模糊现象的个案分布情况及其模糊限制语的使用情况。 第四章分析并说明了模糊语言在商务广告中的积极及消极作用。 第五章总结了本研究的意义，指出其局限性，并且给未来的研究者提出了建议。更多还原

【Abstract】 With the appearance of Zadeh’s "fuzzy sets" theory in 1965, more and more people do their researches on the basis of vagueness and there has emerged a "vagueness rush" in different scopes. A lot of foreign linguists started their study on vagueness from the late of 1970s. Prof. Wu Tieping’s "On vagueness" published in 1979 played the role of eye-opener for Chinese linguists. But application of vague language in various means of contemporary business communication including advertisement calls for further research efforts. This thesis, therefore, based on the previous studies, attempts to carry out some work by applying pragmatic theory framework to vagueness in advertising language and approach advertising communication from a brand-new perspective. Equipped with the rationale of pragmatics, especially the principle and development of the Gricean Theory of Cooperative Principle and its four maxims, this thesis extends the CP theory to cover a broader sphere of social communication-language in advertisement, and analyzes vagueness in advertising language and its positive and negative functions.The thesis consists of five chapters:In Chapter one, general introduction about this thesis was given.In Chapter two, a literature review of the development of vague language is made, and the definition of vagueness is given. The purpose and the significance of the present study were expressed. In addition, the theoretical background of the thesis was given.Chapter three analyzes the role of vague language in commercial advertising through a compact corpus and documentary analysis from pragmatic prospective. The primary aim of this corpus study is to find the distribution of vague language cases over violation of the maxims of the Gricean Cooperative Principle and also the application of hedges.Chapter four aims at explicating the pragmatic functions of vagueness in advertising.Chapter five draws a conclusion to the significance of the present study and points out its limitations, and puts forward some suggestions for further researches.更多还原