广告语中模糊语言的语用分析
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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。
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.
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。
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.
引文
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Lakoff, G. (1972). Hedges: a study in meaning criteria and the logic of fuzzy concepts, in Chicago Linguistic Society Papers.
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Wierzbicka, A. 1986. Precision in vagueness: the semantics of English appioximatives'. Journal of pragmatics 10:597-614.
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Anderson. Martin P. Wesley Lewis and James Murray. (1964). The speaker and His Audience. Ch. 8. New York: Harper and Row, Publishers.
Arens.W.F. and Bovee, C.L. (1994) Contemporary Advertising, 5th edition. Burr Righe, Bosfon and Sydbey: Iwin.
Atkinson, Kilby and Roca. Ⅰ(1998) Foundations of General Linguistics, 2nd edition. Cambridge Universtiy Press.
Basin, Yevgeny. (1979) Semantic Philosophy of Art. Moscow: Progress Pulishers.
Boulton, Marjorie. 1978, The Anatomy of Language. London: Routledge & Kegan Paul, Ltd.
Brown, G. and Yule, G. (1983). Discourse Analysis. Cambridge: Cambridge University Press.
Brown, J. (1979). Vocabulary: Learning to be Imprecise. Modern English Teacher 7/1:25-7.
Brown, E and Levinson, S. C. 1987. Politeness: some universals in language use. Cambridge: Cambridge University Press. Cited in Channell, J. 1994. Vague Language:205. Oxford: Oxford University Press.
Brumfit, C.J. and K. Johnson. (1990). The Communicative Approach to Language Teaching. Oxford University Press.
Burns, L.C. (1991). Vagueness: An Investigation into Natural Language and the Sorties Paradox. Dardrecht: Kluwer Academic Publishers.
Bussmann, H. 1996. Routledge Dictionary of Language and Linguistics: 510. London: Routledge.
Butler, C. S. and Channell, J. 1989. 'Researching politeness in a second language', in Bulter, C. S., Cardwell, R. A., and Channell, J. Language and Literature--theory and practice. Nottingham: Noettingham Linguistic Circular. Cited in Channell, J. 1994. Vague Language: 205. Oxford: Oxford University Press.
Channell, J. (1980). More on Approximations. Journal of Pragmatics 4: 461-76.
Channell, J. (1983). Vague Language Use: some vague expressions in English. D. Phil. Thesis, University of York.
Channell, J. (1985). Vagueness as a Conversational Strategy. Nottingham Linguistic Circular 14:3-24..
Channell, J. (1994). Vague Language. Oxford University Press.
Chomsky, N. (1969). Form and Meaning in Natural Language, in Roslansky, J.D. (ed.) Communication. Amsterdam: North Holland.
Clark, D. D. (1981). Orders of Approximation to English Dialogue. Language and Communication 1: 207-236.
Cook,G, (1992) The Discourse of Advertising. London and New York: Routledge.
Crystal, D. and D. Davy. 1975. Advanced Conversational English. London: Longman. Cited in Tomlinson, Brian. (ed.) 1998. Materials Development in Language Teaching: 29. Cambridge: Cambridge University Press.
Deese, J. 1974. 'Towards a psychological theory of the meaning of sentences': 72, in. Silverstein, A. (ed.) Human Communication: theoretical explorations. Hillsdale, NJ: Lawrence Erlbaum Association. Cited in Duncan, S. and Fiske, D.W. (1977). Face to Face interaction. New York: Lawrence Erlbaum.
Felkins, L. 1997. Dilemmas of Ambiguity and Vagueness.
Foolen, Ad. (1991). Metalinguistic Negation and Pragmatic Ambiguity: Some Comments on a Proposal by Laurence,Horn [J], Pragmatics, (1:2): 217-237.
Franken, Nathalie. (1997). Vagueness and Approximation in Relevance Theory[J]. Jour of Pragmatics, (28): 135-151.
Fredsted, Elin. (1998). On Semantic and Pragmatic Ambiguity [J]. Journal of Pragmatics. (30): 527-541.
Fromkin V, Rodman, R. (1983) An Introduction to Language. New York: CBS College Publishing 3rd edu
Gillian Brown and Kirsten Malmkj and John Williams. (1995). Language and Understanding. Oxford
University Press.
Grice, H. P. (1975). Logic and Conversation. In Cole, E and Morgan, J, L. (eds.). Syntax and Semantics. New York: Academic Press.
Grice, H. P. (1981). Presupposition and Conversational Implicature, in Cole, P. (ed.) Radical Pragmatics. New York: Academic Press.
Grice, H. P. (1978). Further Notes on Logic and Conversation [A]. P. Cole (ed.) Syntax and Semantics, Vol. 9: Pragmatics [C]. New York: Academic Press.
Grundy, P. (1995) Doing Pragmatics, New York: Edward Arnold.
Guilbaud.G. (1977). "Mathematics and Approximation". In H, Asher & H. Kunle (eds). Proceedings of the Third International Conference on Mathematics Education.
Harris, r.and Seldon,A.(1962) Advertising and the Public, London:Andre deutsh.
Hyland, K. 1996, 'Writing without conviction: Hedging in Science Research Articles 'Applied Linguistics. Vol 17:433-54.
Jewler, A.J. &Drewiniany, L.B. (1998) Creating Strategy in Advertising(Sixth Edition). 东北财经大学出版社
Kennedy, G. 1987. 'Quantification and the use of English a case study of one aspect of the learner's task'. Applied Linguistics 8/3: 274. Cited in Channell, J. 1994. Vague Language: 205. Oxford: Oxford University Press.
Lakoff, G. (1970). A Note on Vagueness and Ambiguity. Linguistic Inquiry 1: 357-59.
Lakoff, G. (1972). Hedges: a study in meaning criteria and the logic of fuzzy concepts, in Chicago Linguistic Society Papers.
Lakoff, G. and Johnson, M. (1980). Metaphors We Live By. Chicago: Chicago University Press.
Leech,G.N.(1966) English in Advertising, London: Longman.
Leech,G.N.(1969) A Linguistic Guide to English Poetry,, London: Longman.
Leech,G.N.(1966) Semantics,, Harmondsworth: Penguin.
Leech,G.N.(1997) Principles of Pragmatics, London: Longman.
Levinson, S. C. (1983). Pragmatics. Cambridge: Cambridge University Press.
Lund,J.V.(1947) Newspaper Advertising, New York: PrenticeHall.
Partridge, E.1947. Usage and Abusage: 372. London: Hamish Hamilton, Cited in Channell, J. 1994. Vague Language: 1. Oxford: Oxford University Press.
Peirce, C. S. 1902. 'Vagueness', in Baldwin, M. (ed.) Dictionary of Philosophy and Psychology Ⅱ: 748. London: Macmillan. Cited in Channell, J. 1994. Vague Language: 7. Oxford: Oxford University Press.
Prince, E.F. & Bosk, C. On hedging in Physician-physician Discourse [A]. In Linguistic and the profession, 1980(8): 83-97.
Qiao Zhang. (1998). Fuzziness-Vagueness-Generality-Ambiguity [J]. Journal of Pragmatics, 1998(29): 13-31.
Richards, J. C. 1985. The Context of Language Teaching: 82. Cambridge: Cambridge University Press.
Rossiter, J. and Perey, L. (1997) Advertising Communications and Promotion. McGraw-Hill: Boston.
Russell, B. 1923. Vagueness. http://www.santafe.edu/～shalizi/Russell/vagueness/
Schrank. J. 'The Language of Advertising Claims', at http://sunset.backone.olemiss.edu/～egjbp/ad-claims.html, downloaded on January 9,2001.
Scovel, T. 1998. Psycholinguistics: 56. Oxford: Oxford University Press.
Smith, P. M. (1985). Language, the Sexes and Society. Oxford: Basil Blackwell.
Sperber, D. and Wilson, D. (1995). Relevance: Communication and Cognition.. Oxford: Marion Boyars.
Sperber, D. and Wilson, D. (1995). Relevance: Communication and Cognition. (2nd edition)[M]. Oxford: Blackwell.
Spolsky, B. 1998. Sociolinguistics: 19. Oxford: Oxford University Press.
Thomas, J. A. (1995). Meaning in Interaction: An Introduction to Pragmatics [M]. London: N Longman.
Tomlinson, B. (ed.)1998. Materials Development in Language Teaching: 29. Cambridge: Cambridge University Press.
Ullmann, S. (1962). Semantics. Oxford: Blackwell.
Wallwork. J. F. (1978). Language and People. London: Heinemann Educational Boots Ltd.
Wachtel, T. (1980). Pragmatic Approximations. Journal of Pragmatics 4: 201,11.
Wierzbicka, A. 1986. Precision in vagueness: the semantics of English appioximatives'. Journal of pragmatics 10:597-614.
Widdowson, H. G. 1980a. 'Models and Fictions'. Applied Linguistics 1/2: 165-70. Cited in Cook, G. and Seidlhofer, B. (eds) 1995. Principles and Practice in Applied Linguistics: 258-59. Oxford: Oxford University Press & Shanghai: Shanghai Foreign Language Education Press(上海外语教育出版社)
Wootton, A. 1981. Conversation analysis, in French, P.and Maclure, M (eds.) Adult_child conversation. London: CroomHelm.
Yule, G. 1996. Pragmatics: 37-39, 60, 61. Oxford: Oxford University Press.
Zwicky, A. and Sadock, J, 1975.'Ambiguity tests and how to fail them'. in Kimball.(ed.) Syntax and Semantics. New York: Academic press.
陈治安，1997，《模糊语言学概论》，两南师范大学出版社。
何兆熊，2000，《新编语州学概要》，上海外语教育出版社。
何自然，1988，《语用学概论》，湖南教育出版社。
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