Fuzzy Rhetoric in Advertising
|School||Shanghai Jiaotong University|
|Course||Linguistics and Applied Linguistics|
|Keywords||Fuzzy Rhetoric Acknowledge Pragmatic Function|
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 .