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The Pragmatic Analysis of Vague Language in Public Service Advertising for City Construction

Author: HuangLiHua
Tutor: ZhangMing
School: Anhui University
Course: Foreign Linguistics and Applied Linguistics
Keywords: Fuzziness Vague language PSAs Principles of cooperation Politeness Principle Adaptation Theory Pragmatic Functions
CLC: H13
Type: Master's thesis
Year: 2011
Downloads: 113
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Abstract

Ambiguity, as the intrinsic properties of the natural language in human communication plays a very important role. Fuzzy language almost exists in which all forms of communication, such as news reports, diplomatic language, business negotiation, advertising, etc.. Fuzzy language has penetrated into all the day-to-day communication. Therefore, we simply can not ignore this linguistic phenomenon. PSAs government influence and educate the public on the most popular and effective tool, it is also very rapid. In the streets of a city and on the road, you can see a wide variety of public service ads. Language is the main part of the public service ads, PSAs research focus. The diachronic study so far has been a lot of studies on the public service ads, but these studies take different angles, which includes public service ads, public service ads, semiotic studies, as well as public service ads sociology research and so on. Most of these studies are macro perspective. Although many scholars from the microscopic point of view to study the public service ads, but they are still limited in aspects other than the language level. Therefore, the authors believe that the study makes sense from a microscopic point of view of language PSAs. At the same time, the vague language is an important part of the language of the public service ads. Although vague language in literature, linguistics, aesthetics and applied research in translation studies which in recent years has made significant achievements, but for the vague language in the field of advertising, especially in the public service ads are still inadequate. And very little on the vague language in the day-to-day use of pragmatic functions. This thesis will Hefei Urban Construction PSAs typical fuzzy language study, and to further explore these fuzzy language pragmatic functions. Since there are numerous public service ads on all aspects of society, the author of this article will study the material limit of living in the city - Hefei Urban Construction PSAs. These PSAs to collect part from the to in the Hefei official website and forums, part of personally collected outdoors and recorded. Detailed analysis of the first of these PSAs collected, sorted out PSAs containing vague language, and then carefully study all fuzzy language PSAs. According to the vague language of the different language levels, of these fuzzy language usage is divided into the vague language of the word level fuzzy language and sentence level. Finally, using the principles of cooperation, politeness principle and conform to the theory of the three linguistic theory of positive language of these fuzzy language feature analysis. Detailed study of fuzzy language Hefei Urban Construction PSAs, the important results of the entire paper can be summarized in three points: (1) public service ads, as an important tool of the government to educate the public, are indeed worthy of our attention and learning. In urban construction PSAs, there are many vague language. These fuzzy language will be reflected in the level of each language, such as nouns, adjectives, verbs, quantifiers word level, or metaphor, dual syntactic level. The reason there is vague language (2) public service ads for a lot of reasons. For these reasons both objective, such as the various concepts that exist in the world is uncertain, there are subjective, such as lack of PSAs of memory, or they do not want to use precise language, or their limited knowledge of the language. . (3) the vague language in the PSAs have the actual pragmatic functions. Vast imagination, it can be left to the reader to reflect the the PSAs language of courtesy, they can adapt to the readers' mental and PSAs. These pragmatic functions can not be achieved by the precise language. The results of the study, whether it is on the PSAs writing or understanding of public service ads, are of great significance. At the same time, the results of this research, there is a certain theoretical value. First of all, now is the the PSAs author and the PSAs of the future may become, this study tell them to learn to effectively use the vague language in the process of the production of public service advertising. If these are reasonable and effective to use vague language, they will be able to create a better public service ads. Second, for readers of public life will see a variety of public service ads, the study also tell them to pay attention to the vague language PSAs. In the process of reading and understanding of the public service ads, to grasp their own understanding of the ruler. In other words, the study to help the general public better to understand the public service ads may encounter in life. Finally, the results of this study also made fuzzy language theory studies the contribution of a certain degree. It not only extends the scope of the fuzzy language studies, enriching the fuzzy language, but also from the public service ads, a new material starting to study the fuzzy language in terms of functionality, expanded pragmatic research material.

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