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Analysis of the Employment of Fuzziness in Advertising Language

Author: WangZuoZuo
Tutor: YangYue
School: Xi'an University of Electronic Science and Technology
Course: Foreign Linguistics and Applied Linguistics
Keywords: fuzziness advertising language the Adaptation Theory motivation
CLC: H03
Type: Master's thesis
Year: 2009
Downloads: 542
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Abstract

It is generally believed that the good advertising writing should be simple, brief, accurate and precise, at the same time fuzziness should be avoided. However, with the proposition and the development of fuzzy linguistics, more any more people have begun to pay attention to fuzziness of language. Linguistic fuzziness is one of the distinct characteristics of natural language, so is it with advertising language. Fuzziness in advertising language is almost inevitable.Based on the latest findings of semantics, syntactic and pragmatics, this paper collects an amount of cases of fuzzy advertisements and gives specific analysis on them. Then the two-sided functions of fuzziness in advertising language are discussed. Even with the negative function, fuzziness is greatly welcomed by advertisers. It seems that it is a utopian plan to prevent advertisers from using fuzziness.According to Verschueren, he considers the language use as a process of making linguistic choice. Adaptability is the property of language which enables human beings to make negotiable linguistic choices from a variable range of possibilities in such a way as to approach points of satisfaction for communicative needs.The thesis will aim at the analysis of fuzziness in the advertising language, and identify the motivation behind the employment of the vehicle of fuzziness in the language of advertising from the perspective of the Adaptation Theory. Advertisers choose certain fuzzy terms as a strategy to attract the consumer’s attention by adapting to consumers’psychological states, social or cultural factors. The former one includes the consuming psychology for choosing products, consuming needs and advertising-accepting psychology. Social factors which involve gender, religion, fashion tendency, and so on also play an important role in the creation of advertisement, thus, advertisers have to adapt to them. The last one also may not be neglected, and then several Chinese advertisements are given to indentify the adaption to cultural conventions.The difference of personal experience and cultural background of consumers may lead to their personal differences in understanding the connotations of advertisements. The advertiser can realize his marketing goal by adapting to the different psychological and social factors.

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