【作者】 蒋敏；

【导师】 张群；

【作者基本信息】 东华大学 ， 外国语言学及应用语言学， 2004， 硕士

【摘要】 主观歧义是创造性运用语言的一种手法。虽然只言片语，却高度集中了要表达的意思。广告商常常有意识地利用这一有力的表现手段，以期能达到一定的广告效果。 本文试从英语广告中主观歧义产生的原因和形式，广告商利用主观歧义的意图，以及主观歧义对读者的效果这几个方面进行探讨。会话合作准则被借用来分析歧义广告到底是产生会话涵义还是误导读者，话语分析理论被借用来对具体广告进行分析，同时还做了两个问卷实验来验证主观歧义对读者的影响。 通过多角度，多层次的分析研究，本文得出结论：主观歧义是实现广告目的的有效手段。更多还原

【Abstract】 Intentional ambiguity, as an important device in advertising, has long been discussed and speculated on its character and impact. The present thesis uses various methods to investigate the use of intentional ambiguity in English advertisements. Theoretical approach, Co-operation Principle analysis, discourse analysis of advertisements, and two experiments are combined to yield insight into the operation, cause, effect, and experience of the use of intentional ambiguity in English advertisements. Specifically, from advertisers’ angle, the trace of advertisers’ intention shows the cause of using intentional ambiguity: AIDA, conveying covert information, winning new buyers without alienating previous buyers. From readers’ angle, the experiments show the positive effects of using intentional ambiguity: Extra contextual effects, more favor to the advertisements, a more positive brand attitude, and better recall of headlines.Moreover, implication for future research on the use of intentional ambiguity in English advertisements is discussed. On the basis of the study and research work, the thesis summarizes that the use of intentional ambiguity is apowerful technique to meet the ends of advertisements.更多还原