Dissertation
Dissertation > Language, writing > Chinese > Writing,rhetoric

Fuzzy Rhetoric in Advertising

Author LiuYunPing
Tutor HuJianJun
School Shanghai Jiaotong University
Course Linguistics and Applied Linguistics
Keywords Fuzzy Rhetoric Acknowledge Pragmatic Function
CLC H15
Type Master's thesis
Year 2010
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The ambiguity is one of the properties of natural language , but also the inherent characteristics of advertising language and fuzzy advertising different . In this paper , on the basis of a review of relevant research , from the language from a pragmatic viewpoint , the use of Jef Verschueren 's adaptation theory , qualitative research on the the fuzzy rhetoric phenomenon in the advertising of the psychological mechanism of the fuzzy rhetoric , pragmatic functions, to determine the aimed to study the fuzzy rhetoric in the ad and the realization of the positive role played by . First pointed out that the object of study , purpose , meaning and innovation , combing the previous fuzzy rhetoric research achievements and shortcomings of . Chapter distinguished several fuzzy linguistic concepts , obtained the definition of fuzzy rhetoric , objects and scope of the study , analysis of the causes of the existence and use of fuzzy rhetoric . The fourth chapter is the central part of the paper , focusing on the words, sentences , chapters point of view the use of fuzzy rhetoric in the ad and rhetorical functions . Fuzzy rhetoric is a positive communication strategy, advertising is mainly used to convince the audience to accept their products and services , communication according to their needs and slogan are characterized by the integrated use of fuzzy rhetoric means in order to achieve pragmatic effect . Concludes with a summary the fuzzy rhetoric principles to be followed , pointed out the limitations of this study , and the subject of further study was carried out .

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