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Pragmatic Analysis of Hedges in Advertising English

Author: ZengLiJuan
Tutor: ZhangWeiYou
School: Central China Normal University
Course: English Language and Literature
Keywords: Hedges Advertising English Adaptation Theory Pragmatic Analysis
CLC: H313
Type: Master's thesis
Year: 2011
Downloads: 340
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Abstract


Ambiguity is one of the basic properties of the natural language, and Hedges as a fuzzy language family, linguistic fuzziness one of the manifestations, and is widely applied to people's communication. In 1972, Lakoff first proposed \Since then, linguists began to study from the point of view of the semantic and syntactic Hedges, but pay more attention to the angle of hedges form, failed to adequately explain why people often use in communication intentionally Hedges . As we all know, the exchange of advertising English is full of a variety of communicative intention, advertising as a special form of language communication, their language has consistently called for a brief and accurate in order to avoid economic losses, however, we found that often appear fuzzy English in advertising characteristics. However, the scholars of this particular style Hedges is relatively small, especially the analysis from the point of view of the use of language and understanding in Advertising English Hedges applications often ignored. In this study, based on the collection of advertising English corpus focuses Advertising English fuzzy limit language study, trying to evoke the academic Advertising English fuzzy restricted language study of attention to period promote and develop Hedges Advertising English . In this study, from the perspective of pragmatics Advertising English Hedges interpretive research focuses on four issues: 1) Hedges and frequency of use of English in advertising; 2) Advertising English Hedges language form; 3) Fuzzy the limiting language communicative intention Approach; 4) Advertising English Hedges Pragmatic Functions. In this study, based on the characteristics of advertising English mainly divided into five categories, each type of English advertising collect 20 corpus, a total of 100. On this basis, the study from the language from a pragmatic viewpoint to take quantitative and qualitative methods were analyzed Advertising English Hedges. The quantitative results of the study show that, Hedges in English in advertising widely, and the frequency of use in the different ad English also have differences, in turn as: clothing shoes package gt; food and beverage GT; electronic products gt; cars gt; watch. The study also used the Adaptation Theory Approach Hedges language communicative intention was discussed. The results show that in the ad to communicate in English, advertisers often use Hedges to adapt their communicative intention, in order to achieve the purpose of communication; Hedges as stimulate consumers through advertising side, conform to the language of choice and change characteristics in order to identify its communicative intent. Derived on the basis of this analysis, advertising English Hedges has the following features: 1) consumer pleasure; 2) to make the language more convincing; 3) avoid absoluteness; 4) to enhance the objectivity and credibility; 5) to make the language more decent and polite. The study has some theoretical and practical significance. First, the study is to deepen the understanding of the nature of Hedges, characteristics and function, language communication strategies, cognitive psychological relations and other major issues to further promote Semantics and Pragmatics combining learning with study has some theoretical significance. Second, the study collected the raw data of the latest ad English and adapted to reflect the case of the rich and the times of the English language and cultural articles, some inspiration for foreign language teaching, especially in guiding advertising English teaching, teachers can teach students how to properly use Hedges to achieve different communicative intention into classroom teaching. Finally, the study can also help to strengthen the business community awareness of rational use of hedges in the appreciation and understanding of the process to improve English proficiency and the ability to use to promote commerce and trade, to reach a commercial purpose.

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CLC: > Language, writing > FOREIGN > English > Semantics,vocabulary,semantic
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